Sunday, April 22, 2018
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

Saturday, Apr. 21, 2018

Framestore has promoted James Razzall to president, North America...

Saturday, Apr. 21, 2018

Facebook has taken the lion's share of scrutiny from Congress and the...

Friday, Apr. 20, 2018

Old "Scarface" friends said hello again at a 35th anniversary screening...

Friday, Apr. 20, 2018

The Mill Chicago has appointed indie firm Samuel Guthrey , the recently...

Friday, Apr. 20, 2018

Bicoastal Rocket Film has added director Nick Piper to its roster. A...

Thursday, Apr. 19, 2018

New York's "Fearless Girl" statue that has become a global symbol of...

Recent SPW Releases

Saturday, Apr. 21, 2018

The Motion Picture Sound Editors (MPSE) will explore new technologies for...

Friday, Apr. 20, 2018

Cut+Run is honored to be shortlisted for 10 AICE awards. The 2018 AICE...

Friday, Apr. 20, 2018

The annual Scripps Howard Awards stand as one of the nation’s most...

Friday, Apr. 20, 2018

As marketing decision-makers behind major brands are reinventing the...

Thursday, Apr. 19, 2018

Leading post-production companies Volt Studios and Nice Shoes have moved...

Thursday, Apr. 19, 2018

GPL Technologies, a leading technologies solutions provider to the media...