Tenderly for inclusivity "little fish"

Advertising, Commercials, 2018

The second subject of the campaign signed by Meloria and Maga Animation Studio!

Tenderly has always taken care of family in the first place, focusing on core values such as softness and wellness. “Be tender with everyone” endorses inclusivity, embracing diversities and valuing differences as identities. Bianca, Tenderly’s brand character, takes the lead in each of the three commercials: curious and amazed, she interacts with the natural world, where peculiarities, exceptions, distinctiveness stand for beauty and uniqueness that utterly fascinates her. 

The second story, debuting in theaters from 20th of December along with “Mary Poppins”, belongs to a digital media planning which includes also Tenderly’s official channels. The project created by Meloria, a creative independent agency that has handled Lucart group brands’ communication for years. Bianca and her fairy world were accomplished by Maga Animation Studio, which endorsed Tenderly’s communication by looking after character design and feature production. 

In this underwater adventure, Bianca meets a silent but very playful friend, which makes her dip surprisingly bouncy!




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, Concept Art, BG & Character design
Alessia Garofalo
Storyboard, story artists
Paolo Arisi
Alessia Garofalo
CG Layout
Claudia Arcangeli
Teresa Bandini
Lead Modeler
Giacomo Colivicchi
TD lead, rigging
Serena Tripepi
Character Animation
Alessandro Tarallo
Lighting & rendering
Michele Molluso (supervisor)
Gabriele Tonsi
Giordana Raccah
Music & Sound Design
Andrea Quarta 
Audio Post Production, Sync & Mix 5.1
Paolo Piccardo
"Bianca" main character design, created by
Alice Risi