Mama Mio: Belle and the Buttons "Get Waisted"
Client: Mama Mio
Agency: Baber Smith
Product: Get Waisted
Title: Belle & the Buttons, “Get Waisted”
Production Company: Loco/ ASD Lionheart
Loco’s co-creative approach had impressive results for integrated agency Baber Smith and their client Mama Mio as we worked together to create the skin care brand’s first ever commercial. Joint efforts in creative development transformed an idea and a demo track for a singing belly button into a fictional band, Belle and the Buttons. Launching their single “Check Me Out” as a pop-promo viral gained 30,000 YouTube hits in its first week. The video drove viewers to mamamio.com, generating donations to the cancer support charity Look Good… Feel Better through sales of the featured product “Get Waisted” body shaping serum.
Lee Bamsey directed, edited and composited the video with 2D design and animation by Alex Hare, and 3D animation by Carlos Correia. Collaborating with Producer Nick Sutherland-Dodd at ASD Lionheart on the live action shoot, Lee captured the confidence and natural beauty of the model for Belle, the talented belly button.
Working from the HD stills taken on the Canon 7D green screen shoot, Carlos re-created the model’s naval in 3D using Maya. He developed a series of blend shapes that enabled the belly button to sing like a mouth but retain its charm. Lee tracked and composited the 3D naval onto the svelte belly as she walked towards camera, showing off her “fabulous, not flabulous” waist. Alex Hare’s delightful animations put the retro magic sparkle into the video and were adapted by Mama Mio for the “Get Waisted” web page and social media web sites.
Our client, Sîan Sutherland, Founding Partner and Chief of Mama Mio Skincare was pleased with the result, “Launching a band – let alone a singing tummy button or three – was a whole new experience for us. Under Lee’s magic fingers and keen eye, what started as a great little idea to help raise funds and awareness for a really deserved charity, Look Good… Feel Better, soon turned into an amazing experience for our whole company. Lee, Jen and the Loco team were completely inspirational. They gave this project so much love, attention, creativity, professionalism and I think it really shows. They understood the DNA of our brand and have created a film that really communicates our difference in the beauty world; bringing our kind of sass, wit and charm ethos to life. Nothing was too much effort; compromise was never an option. We plan to work with this team again for sure!”