Antsy Pants

Encouraging active play and endless creativity.

Details

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.

Client

‍Beach House Group

Services

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

About

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.

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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.