Rock & Log

Pennsylvania Fish & Boat Commission partnered with Mendoza Group to reach younger audiences and spark interest in the state’s waterways. We created Rock & Log, two animated characters used in social content about safety, conservation, and outdoor fun, along with a full toolkit for future marketing and education.
Mendoza Group handled every phase of the process, and the first step was imagining who our stars would be. Our main characters took many different forms, before we landed on two unassuming individuals that would naturally see everything that went on around PA’s waterways: a rock and a log. 
The early stages focused on developing a visual identity for our characters and their environment. Scenery, typography, and other storytelling details were all considered to make sure their world felt complete and consistent.
Fully articulated rigs were created to expedite the animation process, while also providing long-term value by giving PFBC a consistent, flexible character system that could be reused and adapted for future campaigns.
Scripting and storyboarding laid out the framework for the stories we wanted to tell. Voice talent was cast to solidify each character’s distinct personality: relaxed and reliable for Rock, warm and bubbly for Log.
Three animated episodes were launched on YouTube, complete with original songwriting and a host of secondary characters. We created promotional materials to get the word out on social media, and developed a robust toolkit that would leave PFBC to use the characters across all channels.
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