Tenderly 45th Anniversary

Commercials, 2020

Tenderly Crab

Tenderly Fish

Tenderly Mole

The Making Of

45 years of softness, a long time seems to have gone by very fast when spent together with a great Italian brand

Tenderly celebrates 45 years of tenderness with a commercial that tracks the adventures of Bianca and her new special friends. For the occasion, Lucart group markets also a new exclusive Vintage Edition packaging, with a new design for this special occasion.  

The project created by Meloria, a creative independent agency that has handled Lucart group brands’ communication for years. Bianca and her fairy world were animated by Maga Animation Studio, which endorsed Tenderly’s communication by looking after character design and feature production. This time we track Bianca's adventures to discover her new friends!


3DAdvertisingAnimationcgCGICharacter animationCommercialscompositing

Lucart Group S.p.A.
Job type
CG animated commercial
Creative Agency
Meloria, Milano-Genova
Chief Creative Officer, Executive Producer
Massimo Carrier Ragazzi
Production Manager
Massimo Gentili
Art Direction, BG & Character design 
Alessia Garofalo
Storyboard, story artist
Paolo Arisi
CG Layout
Teresa Bandini
Lead Modeler
Giacomo Colivicchi
TD lead, rigging
Serena Tripepi
Character Animation
Giordana Raccah, Chiara Porri,
Claudia Arcangeli, Alessandro Tarallo
Lighting, rendering, compositing
Michele Molluso (supervisor)
Gabriele Tonsi, Elena Marziani
Music & Sound Design
Andrea Quarta
Eleonora Di Nardo
Audio Post Production, Sync & Mix 5.1
Paolo Piccardo
"Bianca" main character design, created by
Alice Risi


  • Tenderly 45th Anniversary
  • Tenderly 45th Anniversary
  • The protagonists

    Little fish

    An underwater friend
    Little fish
  • The protagonists


    A super dancing partner!
  • The protagonists

    Little mole

    A soft and tender friend
    Little mole
  • The protagonists


    A new pack to celebrate the 45th Anniversary
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