As the Kroger-Hornet relationship evolved from original rebrand to ongoing campaigns, one key way to keep the work fresh for everyone was by introducing new directors into the fray, like Hornet's Yves Geleyn. In Yves' words, "I feel like a special guest in César's world. The fun part is jumping into a world that already exists, and as a storyteller, seeing how I can push it a little bit further." This latest holiday spot titled "Chez Molly" is a great example. The story is all about magic: the magic of the holidays, the magic of a little girl and her snow globe figurine friend, and of course the magic of fresh food. The central focus of food throughout—as a binding element of the story, not just a backdrop—puts the Kroger initiative front and center. And the design is yet another example of the adaptability of César's Kroji world.
Directors Yves Geleyn
Creative Design Cesar Pelizer
Executive Producer Alex Unick
Producer Hanna Smith-Ide
Head of Creative Development Kristin Labriola
Senior Editor Anita Chao
Art Director Corey Langelotti
CG Lead George Smaragdis
Storyboards Steph Dere, Peter Foltz
Assistant Editor Minseok Kim, Olivia Sack, Hyeseung Kim, Matthew Sandager
Animator Meg Oswalt, Jerred North, Hee Jin Kim, Tom Sheck, Jeff Kim, Chris Mayne
Rigger Josh Planz, Ohad Bracha
Modeler Angeline Rivera, Constance Benson
Lighting/Look Dev Cody Chen, Natalia Perez
Lighting/Compositing Jeff (Dragon) Billion
Production Coordinator Nikki Knight
Yves Geleyn is a storyteller to his core. He possesses not just a wide range of creative styles and techniques, but also a profound devotion to exposing the small truths that make any story worth telling. For him, technique functions to support the story, not the other way around.
Luckily, Yves is a true master of both. He has a giant toolbox of techniques, but his innate instinct for unearthing the finer details is what makes his work so powerful.
Maybe it's because the details of his own story are so interesting in themselves. Yves was born to a German mother and a French father. His childhood was defined by a mosaic of moveable homes and travels, growing up in Britain, France, Germany, plus adventures around the world. His world was an empty canvas, where he was able to funnel his curiosity—arguably Yves' most defining personality trait—into whatever inkblot-shape his passions du jour led him to. He attended rugby school. He attended culinary school. Eventually, he discovered the world of graphic design and motion graphics and fine art.
Yves is a self-admitted perfectionist. From start to finish, he’s hands-on. By intimately knowing everything possible about a subject matter, he’s able to create an almost subterranean story below the main narrative—something not everyone can see at first, but that they can feel in the finished work. And the finished work has a simple, sweet, timeless quality - like poetry.
Over the years, Yves has directed numerous short films and commercial campaigns that have earned him industry awards and major international recognition. His work Monster in the Closet explored the subject of safe gun storage with a powerful and haunting story. His 2014 holiday spot for UK retailer John Lewis, The Bear and The Hare, took the festival circuit by storm and still receives applause from all sides of the industry to this day. His 60-second spot for McDonald’s, Always Working, was aptly indicative of Yves’ quest for perfectionism; he and his team of fifty people spent 12 intensive weeks to bring the spot to life. The 2017 short for Cabrioni was a feel-good tale that showcased Yves’ ability to weave together multiple animation techniques. And his work for Frooti was a testament to his ability to create an entire story from scratch and turn it into a colorful universe all his own, yet relatable to all.