Quality Meats moulds a moist musician

There's something innately endearing about characters created through claymation, and with its new brand film for SpringWell, Quality Meats has found a real charmer.

Designed to bring some personality to the distinctly non-thrilling subject of whole-home water filtration, the Know Your Water Is Just Water campaign and hero film Walter's Song turn invisible contaminants into eye-catching animation; the painstaking craft from Flesh and Bones and director Aaron Ray shining through.

Following Walter as he's weighed down by microplastics, chemical sludge and heavy metals before SpringWell strips away everything that doesn't belong, the film turns a highly technical product story into something far more characterful.

“We wanted the craft of the film to feel as pure as SpringWell makes water,” says Brian Siedband, Co-Founder/Co-CCO at Quality Meats. “Which we realised was insanely tedious since it involved re-lighting and re-sculpting literally every frame. But, worth it.”

Complementing the film is a trio of hilarious comedy spots that lean more into QM's wheelhouse of offbeat humour and smart writing.

Directed by Daniel Lundh through Epoch Films, the pieces interrupt familiar water-related advertising tropes, turning mac and cheese, shampoo and a post-workout drink into deceptively fact-packed reminders of what might actually be flowing through the taps.

All in all, a different take on a dry subject matter (pun very much intended).