To promote their stadium-shaped pretzel platters, Auntie Anne’s called on Primal Screen’s experience making onscreen media events for leading brands. Working with the team from Auntie Anne’s and (parent company) Focus Brands, we launched Nugg Bowl, a multi-platform gridiron competition entirely populated by pretzel nuggets. Nugg Bowl is a sweeping month-long campaign that coincides with pro football’s biggest game. We wanted to give fans the spectacle they expect from pro games. It’s funny when pretzels play football, but we were serious about getting the details right—from logos and uniforms to photography and action. The four flavors of nuggets were photographed by the Auntie Anne’s team. We modeled and textured the characters based on that reference and even animated them to shed a little salt or sugar when hit. In addition to the players and announcers we created fans (for each team), coaches, cheerleaders, photographers and more. The stadium itself also plays a key role as it’s made to look like a real-world version of the product packaging, both in distant overhead shots and sideline closeups.