Mattel's Rescue Heroes’ legacy on the TV screen can be traced back to 1999. So to say revamping the series and relaunching the toys in 2019 was a challenge is quite an understatement.
We created a cutting-edge, action-packed, 2D animation YouTube series (14 episodes x 5:30) for preschoolers.
It featured every RH charater from the line up and all their toys' gadgets saving the world one episode at a time in a fast-paced plots of epic proportions.
Utilizing Fischer-Price's marketing budgets to create a serialised content is a smart strategy to promote the toys and invest into content all at the same time.
Production of the Rescue Heroes YouTube series was a significant operational challenge for us. At the beginning of the project our team was 7 people and at its peak, more than 50 worked in the project simultaneously.
The entire production window was pretty narrow. We had 11 months to develop, pre-produce, animate and put together a total of 77 min of animation (14 episodes in total).
We decided to focus on pre-production by omitting the storyboarding phases entirely and jumping straight into an iterative approach to the animatic. We built an entire animatic department from scratch tasked with delivering a ready episode (5:30 min) in 3 weeks through 3 iterations.
This allowed us to keep in close sync with Fischer-Price's marketing team and experiment with different approaches to the story on the go. It also enabled us to feed the pipeline quickly and solve production related issues before they occur.