Recycle, for Pete’s sake

Giving a new brand character

We created a 3D animated character video to make the Minnesota Waste Wise Foundation’s mission more entertaining and accessible.

The Challenge

The Upswing crew was tasked with putting together an eye-opening video that not only simplifies the plastic recycling process, but also shows how every plastic bottle can make a difference. The goal was to inspire viewers to think twice before tossing their bottles in the trash — because recycling isn’t just a process, it’s a way to protect our planet!

The Solution

Bring a plastic bottle to life and imagine the story from its perspective! Create a vibrant 3D character and setting, giving a voice to the bottle itself — someone who truly has a stake in the game.

The Outcome

A video featuring a plastic bottle named Pete explaining the Minnesota Waste Wise Foundation (MWWF) mission in a fun and cheeky way.

Background

Our friends at the Minnesota Waste Wise Foundation have a single mission: to help businesses save money and the environment — at the same time. MWWF, with support from the Minnesota Beverage Association and the American Beverage Association for a Healthy America, asked us to help create a video that teaches viewers what happens to a container when its useful life is over.

Our Work

We decided this plea to recycle might be best received if it came directly from someone directly affected: a #2 plastic bottle. And not just any #2 plastic bottle, but a cowboy bottle named Pete (inspired by the Polyethylene Terephthalate he’s made from). We built out Pete’s personality with a character profile and created a moodboard. Our animator and sound engineer began the meticulous task of bringing Pete to 3D life: first, with an animatic, then a pre-visual draft, a second pre-vis, and then the final — complete with Pete’s final voice, sound effects, and sound design.

Video 1

Video 2