Fallon – You Make it a Sony
“The Mibas were static shapes until touched by the hand of Fibre”
Richard Flintham – Fallon
This project was commissioned for Sony by Fallon
From blobs to brand extension such has been the fabled life of Fibre’s Mibas. The blobs started out when the ad agency Fallon needed an animation for the end of a Sony commercial to accompany the strap line, ‘You make it a Sony’. The agency had a vague idea of what they wanted from the forms – to be individual and entirely random – Fibre did the rest, working out each blob’s look and sound.
Fibre created 16 figures that always combined in groups of three. Some moved quickly, others were frenetic, another was slow and shy while one had a calm pulsing feel that you might expect to find in a yoga instructor. Seeing that they had such distinct personalities, Fallon suggested Fibre turn them into full-blown characters, and thus the Mibas were born. Fibre built a back-story for them and created character profiles based on how each of the figures moved. They were seen as essential building blocks – similar to genes – that when put in combination with two other Mibas created a new whole with its own distinct personality. Now Fibre is translating the Mibas into 3D figures, key fobs, sweets, action figures and balloons all to express the brand. Indeed in Fibre’s case they do make it a Sony.