"We like to try out new technical and creative innovations for each new Cricket spot. Having our characters in a "behind-the-scenes" world has shifted our animation style from cartoon-y to more of an improvisational, slice-of-life nuance.
My favorite new innovation for this project was to have our voice actor on set and on camera for every shot. The captured audio gave us exactly the naturalistic performance we were looking for, which would be impossible to recapture in the booth. It also gave us fantastic animation reference, which our team of talented animators was to use as inspiration. And maybe most importantly, it have our celebrity talent a real person to use as an eye line and act alongside. It's definitely an approach we'll continue for subsequent projects."