Bringing a cultural moment to life, this project showcases the creative concept behind TRUBAR’s limited-edition collaboration with Wicked: For Good as an official Universal Products & Experiences partner.
The concept centered around Wicked’s iconic duality—Glinda vs. Elphaba—inviting consumers to “choose their side” without sacrificing flavor or nutrition. The goal was simple: show health-conscious snackers and movie lovers that TRUBAR isn’t just functional, it’s fun, indulgent, and culturally in tune.
The animation work for this campaign centered on bringing the TRUBAR x Wicked: For Good packaging to life in a clean, modern, and non-gimmicky way. Using a 2.5D package, the product photography was separated into layers to add depth, subtle parallax, and a more cinematic presence without altering the original imagery.
The first animation below transformed the Donuts and Mint Chip bar boxes into the custom collab box through a smooth morphing sequence—using soft transitions to keep the moment energetic but refined.
The second animation introduced the box through a reveal of pink bubbles tied to Glinda’s palette. The movement was designed to feel light and magical. Across all the animations, the goal was the same: enhance the imagery, keep the packaging as the protagonist, and create a dynamic visual moment that connects TRUBAR’s identity with Wicked’s iconic aesthetic.
All assets from this campaign were later adapted into multiple formats for paid ads, retail placements, and organic social content, extending the reach of the TRUBAR x Wicked: For Good collab across channels. Seeing the visuals evolve from still imagery to motion and then into a full multi-platform toolkit was incredibly rewarding.
I’m truly proud to have contributed to this project and to bring a bit of Wicked’s magic into TRUBAR’s world. Huge thanks to the team for the trust, collaboration, and creative energy throughout the process. 💚✨
Client: TRUBAR
Agency/Production: Acadia
Creative Director: Brandon Friedman
Production Coordinator: Dariae Willis
Photographer: Frederic Cisneros
Videographer: Evan Cooper
Producer: Chris Vidal
Director: Joseph Ladd
Art Director: Juliette Fields
Account Managers: Annie Martin, Coreen Face, Clare Walsh
Social Strategists: Reba Bailey, Paula Ersly, Emma Levine
Traffic Manager: Krista Weingarten
Prop Stylist/Set Designer: Kate Worth
Prop Assistant: Selina Lilo
Gaffer: Noah Clement
Nail Tech: Kim Chao
Makeup: Kevin Freiburg
Hand Models: Kennedy Crawford, Elizabeth Fung
Visual & Motion Designer: Anna Wan Der Maas
Design & Video Adaptations: Marcelo Arruda, Ânia Gomes
Design Project Manager: Jonathas Vargas
