Making of the Sushi Hub Cinema Animation Ad
Sushi Hub is a leading name in the Australian fast-food industry, known for delivering high-quality sushi. Since opening its first store in Western Sydney in 2006, the brand has expanded rapidly, now boasting over 150 locations across Australia.
The Sushi Hub Cinema Ad animation was a massive undertaking that required meticulous planning and dedication from the Meld Design and Production team. The project involved crafting an intricate storyboard filled with detailed illustrations and careful scripting to bring the story to life, scene by scene. The production phase spanned six days and involved over 100 ingredients and 1,200 photographs. Each ingredient had to be photographed more than 100 times to create the smooth stop-motion animation.
The production was divided into five key stages:
- Storyboard – Illustration
- 2D Animatic – Video Editing
- Production – Photo Shooting
- Post Production – Video/Sound Editing
The stop-motion animation used in the ad showcased Sushi Hub’s most popular ingredients in a dynamic, eye-catching format. Ingredients featured in the production included:
- Fresh salmon
- Teriyaki chicken
- Crab sticks
- Prawns
- Avocado
- Katsu chicken
- Beef cubes
- Tempura prawns
- Seaweed sheets
- Surf clams
- Scallops
- Tuna
- Sushi Hub platters and more.