Saturday, November 18, 2017
You are here:

Not To Scale Brings "Real Heroes" To Life For Michelin, Virtue Worldwide


Robert Goldrich
Monday, Jul. 17, 2017


Log in or register now!

Directors Colin Hesterly and Le Cube worked together to recreate real stories of customers and Michelin employees in playful spots produced by Not To Scale New York for Michelin with agency Virtue Worldwide. As each “Real Heroes” narrative unfolds, we learn about the role of the Michelin employee when they went above and beyond the call of duty while helping customers in need.

Hesterly and Le Cube combined their skills in breathing life and personality into animated characters and storylines. Infusing a fun and quirky charm that feels silly yet sophisticated, the directors were inspired by the visual styles of classic UPA cartoons and School House Rock, bringing a modern eye to an iconic style.

In “Meg,” the title character is a mom who’s driving to the museum with her four boys as passengers when their car’s front tire picks up a nail. Michelin comes to the rescue, getting them back on the road and on to the museum.

“The agency gave us these wonderful stories, which allowed us to explore and have fun,” said Hesterly. “If you watch the films with a discerning eye, you’ll begin to notice all the tire-shaped objects--everything from the trees to the characters’ shapes themselves.” 


Client Michelin Agency Virtue Worldwide Emma Starzacher, head of production; Momo Berg-Munch, producer; Tyler Pierce, creative director; Garret Mutz, Imran Hafiz, creatives. Production/Animation Studio Not To Scale/Le Cube
Ralph Karam, Colin Hesterly, directors; Eve Strickman, Gustavo Karam, Juan Manuel Freire, exec producers; Brittany Wimmer, Antonela Castro, line producers; Martin Lara, animation director; Colin Hesterly, art director; Martin Vinograd, art; Katherine Pryor, Amelia Vidal. Aleta Vidal, Francisco Luque, Adriano Nizoli, Eugenia Casal, Sara Boix, Guy Charnaux, Cintia Czeszczewik, Memé Candia, Pablo Cuello, Sergio Kechu, 2D animators; Juan Pablo Barbieri, Florencia Laurenzi, Julieta Culaciati, 2D animation assistants; Jardeson Rocha, Erik Righetti, Javier Bianchi, animation; Vicente Ziegler, Christian Rey Willis, 3D modeling; Vicente Ziegler, Rodrigo Lopez, 3D animators; Ralph Karam, Jardeson Rocha, compositing.

Category of ScreenWork: 


<iframe width="560" height="349" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="640" height="390" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="853" height="510" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="1280" height="750" src="" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Friday, Nov. 17, 2017

The American Film Institute (AFI) has revealed the films that received the...

Friday, Nov. 17, 2017

In one of the dreamy moments of surrealism that punctuate Sebastian Lelio'...

Friday, Nov. 17, 2017

Hone Production , a NYC and Atlanta-based hybrid production company/...

Friday, Nov. 17, 2017

Major changes are being enacted in The Advertising Club of New York ’s...

Friday, Nov. 17, 2017

Bryan Fogel, director of the acclaimed documentary Icarus , affirmed that...

Thursday, Nov. 16, 2017

The Hollywood Professional Association (HPA) bestowed its 2017 HPA Awards...

Recent SPW Releases

Friday, Nov. 17, 2017

To launch HLN’s new five-part series, “Inside with Chris Cuomo,” CNN...

Thursday, Nov. 16, 2017

Nick Gold, Chief Revenue Officer and Solutions Consultant for Chesapeake...

Thursday, Nov. 16, 2017

Two years after signing with Whitehouse Post for Los Angeles...

Thursday, Nov. 16, 2017

Editorial company Whitehouse Post has signed New York-based talent...

Wednesday, Nov. 15, 2017

Playing mobile games in the bathroom at the office is probably not a good...

Wednesday, Nov. 15, 2017

Your phone buzzes. The message is as simple as it is terrifying: “It’s...