Mother New York had the task of revamping the Reading Is Fundamental PSAs that have been around for nearly 50 years.
They reached out to Curious Pictures to create an engaging campaign that conveyed the value of books while energizing the message and the idea of reading.
Curious was charged with creating a myriad of 2D and 3D animated characters including Pinocchio, Humpty Dumpty, Curious George and the parachuting Three Little Pigs.
While not veering far from their visual roots, the characters had to be modernized but still remain engaging and personable.
Along with the animation, the Curious studio was responsible for all VFX and finishing. The result is possibly one of the most engaging and fun PSAs ever done.