Chobani wanted to showcase their “Less Sugar” product line and take an imaginative view on excess showing what happens when the world decides to have less.

Create a scenario where items are stripped away to create a world containing less material things. In “Wonderful World of Less”, objects such as coats, boxes, trunks start to float away, and even skyscraper buildings, with each floor being lifted away one-by-one towards the sky.

As much was done in-camera as possible, with multiple practical rigs providing a base to build upon in CG. From there, a 3D particle system was built, enabling the addition of hundreds of floating objects with the flexibility and look of hand animated objects. The pastel color palette was also enhanced in post.