Antsy Pants

Encouraging active play and endless creativity.

Nitta partnered with Beach House Group to help launch their first foray into toys, producing a video and creating a library of digital illustrations to pair with product photography.

Beach House Group


Concept, Creative Direction, Design, Casting, Wardrobe, Photography, Script, Voice Record, Video Production, Sound Design


Launching the Antsy Pants brand as a Target store exclusive, Nitta created a library of digital illustrations to pair with product photography, later to be used on package and online. The process began with concept — We wanted to keep the photography clutter-free to allow the colorful product to pop against the white background of the packaging, but in sync, add a sense of play and imagination though hand-drawn doodles, aligning with the Antsy Pants brand.

The scope of the shoot spanned over multiple days, included 10 young models, dozens of products and 3 studio locations, including Nitta’s Los Angeles studio and the lobby of Beach House Groups new El Segundo based headquarters. Images were cataloged and retouched at various levels for use online, at retail, and throughout social media campaigns.

Brand Fact
Get play and give play. With each product purchased, Antsy Pants helps support KABOOM!, non-profits dedicated to ensuring that all kids get a childhood filled with the balanced and active play they need to thrive.

Assets delivered:

1 video / 50+ photos
No items found.
Making it happen.

2 weeks

Shoot days:


Retouched photography \ Video \ Art

Creative Director:
Jon Hudson

Jon Lile

Curious and Creative.