Kroger

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Kroger - Quality Milk

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Contagiously fun and staggering in scale, this rebrand for Kroger promises to be "fresh for everyone."

César Pelizer spearheaded a monumental rebrand campaign for Kroger, resulting in a dazzling array of 100-plus charming characters, affectionately dubbed "Kroji's." These lovable Kroji's, meticulously designed and animated by Hornet's in-house CG animators over six intense weeks, manifested across a spectrum of media, from TV spots and billboards to shopping bags and social media assets. The essence of this vibrant campaign lies in its celebration of diversity, encapsulated by these big, buoyant, and unforgettable characters that symbolize everyday Kroger customers.

The success of this rebranding effort spurred a delightful holiday narrative in collaboration with DDB New York. The second 30-second film features a charming Kroji child spreading holiday cheer from Kroger to home, emphasizing the convenience of Kroger's delivery and pickup services. The campaign not only resonated with viewers but also turned heads on social media, where people joyfully identified with these relatable and festive characters, turning the Kroji's into cultural symbols for Kroger's vibrant community.

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Credits

Director César Pelizer
Client Kroger

QUALITY MILK & A GAME
Production Co Hornet
Managing Director Hana Shimizu
Head of Production Karen Lawler
Head of Creative Development Kristin Labriola
Executive Producer Alex Unick
Production Supervisor Dez Stavracos
Producer Hanna Smith-Ide
Senior Editor Anita Chao
Editor Dylan Leslie
Assistant Editor Minseok Kim
Production Coordinator Nikki Knight

CG Lead Natalia Perez Melendez
CG Generalists Angeline Rivera, Natalia Perez Melendez, Wenjie Wu
Compositors Emily Mai, Matt DeFranco

ANTHEM
Production Co Hornet
Executive Producer Alex Unick
Head of Production Sang-Jin Bae
Development Producer Kristin Labriola
Producer Lucas Ajemian
Senior Editor Anita Chao
Assistant Editor Marianne Hill, Sam Stulin
Edit Intern Hyeseung Kim

PRE PRODUCTION
Storyboard Artist Andres Padilla
Designers Matt Herring, Milo Targett, Enrique Vazquez

CG
CG Lead & Art Director Corey Langelotti
Modeling & Texturing Angeline Rivera, Natalia Perez, Enrique Vazquez, Jamil Primas, Christine Kim
Rigging Jared Eng, Tyler Fotenos
Lighting & Rendering Jamil Primas, Natalia Perez, Christine Kim
Compositors Jamil Primas, Natalia Perez, Christine Kim, Chimin Yang, Emily Mai
Lighting and Texturing Linda Zhou
Animators HeeJIn Kim, Paolo Cogliati, Anderson Ko

AUDIO
Sound Design and Mix Honey Mix

AGENCY
Head of Account Management Jeff Prince
Account Director Jenai Richardson
Account Supervisor Madeline McDermott
Account Executive Danny Rodriguez
Chief Creative Officer Lisa Topol
Chief Creative Officer Derek Barnes
Group Creative Director Katie Jensen
Group Creative Director Ani Munoz
Creative Director Paulo Junger
Head of Art Cristina Rodriquez
Chief Production Officer David Fisher
Integrated Producer Elizabeth Stebner
Senior Producer Bree Hopenwasser
Production Assistant Maya McGauley
Editor Melina Tenenzapf
Editor William Zitser

KROGER HOLIDAY WALTZ
Directors Yves Geleyn & Cesar Pelizer
Client Kroger
Executive Producer Alex Unick
Producer Hanna Smith-Ide
Head of Creative Development Kristin Labriola
Senior Editor Anita Chao
Art Director Corey Langelotti
CG Lead Michael Lampe
Storyboards Steph Dere
Assistant Editor Minseok Kim, Olivia Sack
Animator Jordan Blit, Tom Sheck, Meg Oswalt, Rob Somers, Hee Jin Kim
Rigger Josh Planz, Ohad Bracha, Kathy Li
Modeler Angeline Rivera, Constance Benson
Lighting/Look Dev Will Atkin, Natalia Perez
Lighting/Compositing Ali Jamali
Production Coordinator Nikki Knight

HOLIDAY
Production Co Hornet
Executive Producer Alex Unick
Head of Production Sang-Jin Bae
Development Producer Kristin Labriola
Producer Lucas Ajemian
Senior Editor Anita Chao
Assistant Editor Marianne Hill, Sam Stulin
Edit Intern Hyeseung Kim

PRE PRODUCTION
Storyboard Artist Andres Padilla
Designers Matt Herring, Milo Targett, Enrique Vazquez

CG
CG Lead & Art Director Corey Langelotti
Modeling & Texturing Angeline Rivera, Natalia Perez, Enrique Vazquez, Jamil Primas, Christine Kim
Rigging Jared Eng, Tyler Fotenos
Lighting & Rendering Jamil Primas, Natalia Perez, Christine Kim
Compositors Jamil Primas, Natalia Perez, Christine Kim, Chimin Yang, Emily Mai
Lighting and Texturing Linda Zhou
Animators HeeJIn Kim, Paolo Cogliati, Anderson Ko

AUDIO
Sound Design and Mix Honey Mix

AGENCY
Head of Account Management Jeff Prince
Account Director Jenai Richardson
Account Supervisor Madeline McDermott
Account Executive Danny Rodriguez
Chief Creative Officer Lisa Topol
Chief Creative Officer Derek Barnes
Group Creative Director Katie Jensen
Group Creative Director Ani Munoz
Creative Director Paulo Junger
Head of Art Cristina Rodriquez
Chief Production Officer David Fisher
Integrated Producer Elizabeth Stebner
Production Assistant Maya McGauley
Editor Melina Tenenzapf

CLIENT Kroger

ZERO HUNGER ZERO WASTE
Production Co Hornet
Executive Producer Alex Unick
Head of Production Sang-Jin Bae
Development Producer Kristin Labriola
Producer Lucas Ajemian
Senior Editor Anita Chao
Assistant Editor Marianne Hill, Sam Stulin
Edit Intern Hyeseung Kim

PRE PRODUCTION
Storyboard Artist Andres Padilla
Designers Matt Herring, Milo Targett, Enrique Vazquez

CG
CG Lead & Art Director Corey Langelotti
Modeling & Texturing Angeline Rivera, Natalia Perez, Enrique Vazquez, Jamil Primas, Christine Kim
Rigging Jared Eng, Tyler Fotenos
Lighting & Rendering Jamil Primas, Natalia Perez, Christine Kim
Compositors Jamil Primas, Natalia Perez, Christine Kim, Chimin Yang, Emily Mai
Lighting and Texturing Linda Zhou
Animators HeeJIn Kim, Paolo Cogliati, Anderson Ko

AUDIO
Sound Design and Mix Honey Mix

AGENCY
Head of Account Management Jeff Prince
Account Director Jenai Richardson
Account Supervisor Madeline McDermott
Account Executive Danny Rodriguez
Chief Creative Officer Lisa Topol
Chief Creative Officer Derek Barnes
Group Creative Director Katie Jensen
Group Creative Director Ani Munoz
Creative Director Paulo Junger
Head of Art Cristina Rodriquez
Chief Production Officer David Fisher
Integrated Producer Elizabeth Stebner
Senior Producer Bree Hopenwasser
Production Assistant Maya McGauley
Editor Melina Tenenzapf‍‍

‍AEROBICS
Director César Pelizer
Client Kroger
Executive Producer Alex Unick
Producer Lucas Ajemian
Head of Creative Development Kristin Labriola
Senior Editor Anita Chao
CG Lead & Art Director Corey Langelotti
Storyboards Stephanie Dere, Sami Healy, Ty Enos
Assistant Editor Dylan Leslie
Animation Lead Andrew Boccio
Animator Hee Jin Kim,Tony Treviaso
Rigger Josh Planz
Modeler Angeline Rivera
Layout/Look Dev Elizabeth Ku
Lighting/Look Dev Jamil Primas, Natalia Perez
Lighting/Compositing Christine Kim
Compositor Jeff Billon
Production Coordinator Lotty Vique
Production Assistant Riley Spencer‍

GET LOW
Director César Pelizer
Client Kroger
Executive Producer Alex Unick
Producer Hanna Smith-Ide
Head of Creative Development Kristin Labriola
Senior Editor Anita Chao
CG Lead & Art Director Corey Langelotti
Storyboards Sami Healy
Assistant Editor Olivia Sack, Minseok Kim
Animator Tom Sheck, Meg Oswalt, Andrew Boccio
Rigger Josh Planz
Modeler Angeline Rivera
Lighting/Look Dev Jamil Primas, Susie Hong, Natalia Perez
Lighting/Compositing Christine Kim, Rich Kim, Chrisy Baek, Michael Lampe, Ali Jamali
Production Coordinator Nikki Knight, Riley Spencer

HAPPIER HOLIDAY
Director César Pelizer
Agency DDB New York
Production Co Hornet
Executive Producer Alex Unick
Head of Production Sang-Jin Bae
Development Producer Kristin Labriola
Producer Lucas Ajemian
Editor Anita Chao
Assistant Editor Marianne Hill, Hyeseung Kim
Production Coordinator Lotty Vique
PRE PRODUCTION
Storyboard Artist Andres Padilla
Designers Matt Herring, Milo Targett, Enrique Vazquez
CG
CG Lead Corey Langelotti
Modeling & Texturing Angeline Rivera, Natalia Perez, Enrique Vazquez, Jamil Primas, Christine Kim, Linda Chou, Laney Lai
Rigging Jared Eng, Tyler Fotenos, Steven Mann
Lighting & Rendering Jamil Primas, Natalia Perez, Christine Kim, Elizabeth Ku
Compositors Jamil Primas, Natalia Perez, Christine Kim, Chimin Yang, Emily Mai
Animators HeeJin Kim, Paolo Cogliati, Meg Oswalt
AUDIO
Sound Design and Mix Honey Mix
CLIENT Kroger