The spirit of our submission lies at the intersection of whimsical creativity and brand integrity, designed to captivate the imaginations of audiences through an artistic homage to generation-defining, cinematic event film, Wicked, from Universal Pictures.
By using true-to-talent sculpted dolls and stop-motion animation, we brought a fresh and tactile dimension to the beloved “Popular” song, and now iconic scene from the motion picture Wicked, celebrating its charm while staying true to the integrity of the characters and story.
The goal was to create a piece that feels both timeless and innovative—one that sparks joy and humor while honoring the essence of Wicked. Every frame was crafted to highlight the chemistry and dynamic contrast between the characters, emphasizing the heart of the “Popular” scene in a visually compelling way. The stop-motion technique enhances the magic of transformation, turning every movement into a moment of wonder and delight.
Beyond artistry, the video serves as an invitation, drawing our audience into the Wicked universe in a way that feels accessible, engaging, shareable and irresistibly fun. By blending nostalgia with a modern, handcrafted aesthetic, we aimed to create an experience that resonates not only with existing fans but also introduces new audiences to the magic of Wicked in an unforgettable way.
Bringing this stop-motion music video to life was a creative and technical feat, one navigating stringent secrecy surrounding the motion picture, Wicked. The challenge was clear: to develop a visually stunning and narratively faithful reimagining of the “Popular” scene, while relying on limited access to final assets or concrete references as the film was in the final stages of completion while we were in production. Our strategy combined detailed collaboration with Universal, creative innovation, and an unwavering commitment to capturing the essence of Wicked.
Our strategy revolved around a threefold approach: information-gathering, creative intuition, and meticulous craftsmanship. With only work-in-progress details, trailers, and verbal descriptions available at the time of initial production, we worked to absorb every nuance of the “Popular” scene: each word shared about the dance moves, locations, and energy of the characters became fuel for our creative minds. We leaned into collaborative brainstorming sessions with Universal and our intuitive understanding of the world of Wicked to piece together a cohesive vision.
One of our greatest challenges was translating the energetic vibrancy of the “Popular” performance into stop-motion without losing its essence. Motion tests became vital in refining gestures, from Glinda’s bubbly demeanor to Elphaba’s reactions, ensuring subtle movements were organic and in character. Similarly, every prop, backdrop, and texture was handcrafted to mimic the look and feel of the film, using creativity and resourceful solutions to create a cinematic aesthetic without a cinematic budget. Lighting techniques were also key in capturing the whimsy and transformation magic central to the scene.
This work is a testament to collaboration, problem-solving, and the power of innovation under pressure. By transforming challenges into opportunities, we delivered a finished piece that invites audiences of all ages to step into the enchanting world of Wicked through a reimagined and unforgettable experience.
Our stop-motion “Popular” music video successfully achieved our core objective: to inspire kids and fans to immerse themselves in the world of Wicked and spark excitement for the dolls. By showcasing the show-to-shelf connection, we highlighted the play value, storytelling opportunities, and high-quality details of the product line, making it irresistible to fans.
With 5.6 million YouTube views, the video became the #4 most-viewed on the Wicked movie channel, demonstrating strong engagement and broad reach. This visibility increased awareness of Wicked while positioning the dolls as must-have items, seamlessly integrating them into the narrative.
The handcrafted execution reinforced the premium nature of the dolls, emphasizing their intricate details and storytelling potential. By recreating a pivotal Wicked moment with humor and charm, the video brought the characters to life, encouraging play and imagination.
The stop-motion format enhanced appeal, offering a toyetic representation of Wicked that bridged entertainment and product. The strategic execution and strong engagement ensured the video wasn’t just promotional but an invitation for kids to bring Wicked into their playtime.
