Since August 17, Grassfeld's first national commercial can be seen on television, streaming services, and online video platforms. Behind those twenty seconds lies an intensive production process that was captured from start to finish.
Three months building twenty seconds
The development of the campaign took over three months. A team of creatives, set builders, illustrators, animators, filmmakers, sound designers, and post-production specialists built a miniature world together, bringing Grassfeld's story to life.
Almost everything that appears on screen is made by hand, from the piggy bank to the pie chart. “Many brands nowadays choose digital productions or AI-generated imagery,” says Mo Radjab, co-founder and CEO of Grassfeld. “But we wanted a campaign crafted with as much craftsmanship as the app itself.”
Stop-motion animation
After all the sets were ready, the most time-consuming part of the production began: the stop-motion animation. Every movement consists of individual photos, requiring objects to be shifted minutely each time. Only when hundreds of images are played back sequentially does the fluid animation viewers eventually see on television emerge.
Days of work were required for just a few seconds of footage. “But that approach gives the campaign a look and feel that cannot be digitally reproduced,” says Radjab. “With Grassfeld, we have set the bar really high in terms of design over recent years. We have even won awards for it. We wanted to create a campaign that matches that high standard.”
MC Typhoon as voice-over
For the first TV commercial, artist Typhoon was also signed as the voice-over artist. Radjab: “He receives a lot of similar requests and usually turns down everything. But he truly stands behind our service and wanted to make an exception.”
A lot of attention was also paid to the sound production. “Every single sound you hear was played by someone with an instrument,” says Radjab, who, as a violinist, played an important role in this. “It has become a unique, completely original Grassfeld sound. In the coming period, we will also incorporate elements of that sound into the app.”
Watch the whole process behind the scenes
Grassfeld recorded not only the final result but also the full creation process—from initial designs and building miniature sets to stop-motion animation, filming, and sound production. In the detailed Behind the Scenes, you can see step-by-step how Grassfeld's first national commercial came to life.
