Covert makes pickles a 'Big Dill'
Covert makes pickles a 'Big Dill' again in new SONIC campaign via Mother LA.
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Conceived by Mother LA, the campaign highlights a new limited-time collaboration with Grillo’s Pickles, and the unveiling of the SONIC x Grillo’s Pickles Big Dill Meal, available at SONIC locations nationwide starting June 30th.
In Pickle the World, SONIC’s fictional CEO declares that SONIC has out-pickled the competition, a customer is seen holding a pickle like a telephone, and another is seen with a pickle dog on her lap. Pickles begin falling from the sky, plopping onto windshields, and forcing customers to run for cover. The spot concludes with a wide shot revealing the SONIC van has transformed into a pickle mobile, and the CEO himself is now a pickle. Grillo’s mascot, Sam-Sam the Pickle Man, rubs his palms in delight.
Credits
View on- Agency Mother/Los Angeles
- CGI We Are Covert
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Mother/Los Angeles
- CGI We Are Covert
The campaign marks Covert’s second campaign with the SONIC brand and second collaboration with Mother LA.
From the character animation of Sam-Sam the Pickle Man to the creation of hundreds of pickle-fied objects, the CG assets seamlessly composited into the live-action plates.
Covert created the CG Sam-Sam character based on a mechanical pickle provided by Grillo's Pickles. They developed the animation rig and lighting setups to ground him in every shot, refining him with scene-specific lighting and shading to match the real-world environment.
Transforming the fictional CEO into a pickle, Covert ensured he retained the tactile rigidity of a real pickle while subtly preserving his human movements and facial expressions. This involved detailed tracking, prop integration, and hybrid live-action/CG compositing.
Technologies used by Covert included Nuke, Blender, and Cinema 4D.
