crunch into adventure
As young Jedi, I used to eat Cap’n Crunch and watch Saturday morning cartoons whilst dreaming of building worlds of high Milky Seas adventure of my own someday. So, it was truly an honor to refresh dearest Cap’n. Our goal was to mine the awesomely adventurous crunchy history that other creatives had previously explored to tug at your childhood dreams but not be held back by it so that we could tell gloriously new adventures beyond the bowl.
ROLES + RESPONSIBILITIES
Creative Director / Copy Writing / Art Direction and Design
S.S. GUPPY
In 2021, we wanted to further open up Cap’ns world and explore a space that you always wondered about when you were enjoying a bowl of Crunch on Saturday morning. So we boarded the SS Guppy and brought Cap’ns Quarters to life for the first time. There are several easter eggs for hardcore Crunchmates if you care to pause and look.
Cap’n Crunch 3D Model
After our first campaign in 2020, we wanted to refresh our 3D model approach to better align him with the on-box illustration so that the Cap’n you see on TV/OLV is more of a 1:1 relationship with the Cap’n you can pick up on the cereal aisle. Additionally, we wanted him to feel contemporary and have that Pixar/Nintendo charm. Aye, think we nailed it!
COLLABORATORS
ATKPLN
TREAT YOURSELF LIKE A CAP’N
2021, was the year that Cap’n Crunch wanted to conquer snack time with Treat Bars. World-building is key to everything we do on Cap’n. With this campaign, we introduced a new power for Horatio. He can create Crunch portals to venture to new worlds and discover new flavors and ways to get your Crunch on.
BE THE CAP’N
2020 was quite the year for many reasons. It was also the first year that I had the opportunity to work on Cap’n Crunch. So right at the start of the COVID pandemic, we set out to reimagine the Cap’n for a new audience. What a journey it was to concept, write, and produce a campaign virtually before all the kinks had been ironed out on virtual productions.
