ALEE
BONO
Dragoncito
Avocado found its fire with an spicy little dragon from Herdez
To launch a brand new avocado hot sauce from Herdez, we needed to convince people it was hot even with creamy avocado as the main ingredient. Surprisingly, it packs a major punch.
Avocado found its fire thanks to a spicy little character named "Dragoncito". We wanted to find an authentically Mexican way to tell a story about what happens when you add heat to avocado. Combining traditional Alebrije folk art with neon animation styles, we created a mythical story about a fire-breathing dragon who ferociously guards his precious avocados in a Teocalli temple.
Fun fact:
The character is based off of a real lizard called the Mexican Alligator Lizard - nicknamed by locals "Dragoncito" which means "little dragon". It is an endangered species of lizard endemic to the Sierra Madre de Oaxaca highlands of Mexico.
Design exploratory:
Behind the scenes of the miniature build and shoot:
Brand: Herdez
Agency: BBDO SF
CCO: Matt Miller
Creative Directors: Jason Moussalli and Adam Balogh
Art Director: Alee Bono
Copywriter: Amani Brown
Directors: Jenna & Tripp Watts
3D Artist: Eddy Loukil
Character Design: Eric Favel
Miniature Set Design: Scott Beards Lee
Production: Studio Linguini