​Not To Scale animates for Knorr Asia Noodles

Not To Scale present a new quartet of films for Knorr and agency MullenLowe, directed by Ronda and Luc Resö Janin. 

The journey begins in the land of live action directed by Janin, camera trained on a pot of Knorr Asia Noodles. With trademark flair the camera moves forwards until the pot can be seen from above. The lid glides off and beneath lies an animated universe brought to life by directing trio Ronda using frame-by-frame animation, populated by four hero ingredients, garlic, chili, ginger and soy sauce.

In four spots ranging from 6s to 15s, the fun-loving foodstuffs surf, dive, breakdance and bob among the noodles that fill the pack world, showing how their flavour enriches their surroundings. These amigos are the life of the party, with a unique sense of character infused in each. Crafted into simple, synthesized forms of the produce they personify, the four are easily recognisable. In quintessential Ronda fashion, they incorporate subtle visual design elements with Asian inspiration, giving them greater tie to the main product, and the reduced colour palette reinforced the simplicity of the piece, allowing the key elements of the illustration to stand out while emphasising Knorr’s brand identity.

“One of the biggest challenges of the project was combining the live action world with the animation world. Achieving a fluid and natural transition towards the magical universe within the pack, maintaining visual continuity despite the change in technique, was a key goal in this piece. Once in the animation, the focus was always on ensuring the characters’ interaction with the noodles, as they were the ones who brought the flavour and soul to the story. This idea was held as the central conceptual guide throughout the entire creative process.” said Ronda.