Fat Brain Toys — Air Toobz

Commercial · 2026 · by Frame48

Endless builds, endless possibilities. We partnered with Fat Brain Toys to explore the fun of building with Air Toobz.

Our work on the Air Toobz campaign began with a lot of play- testing the limits of the physical product as a team with some fun mixed in. The nature of Air Toobz is the infinite combinations of pieces, which made it difficult to create our own constraints on the builds. We built custom tools inside houdini that allowed us to procedurally assemble the Toobz based on their real-life capabilities. This allowed us to worry less about perfect assembly, and more about look and animation.

The monochrome color scheme allowed our animators' motion to shine in this project. Because there weren't as many complicated FX sequences as there are in our other studio work, this was a heavily character-animated spot. The focus was smooth, playful motion that gave each element of the toy personality.