The Hub asked Roger to create a clever and playful stop-motion ID to promote the newly launched network owned by Hasbro. The objective was to come up with a story that showcased the creative imagination of a child. Roger landed on the idea of a kid who transforms his desk into a colorful DJ setup ordinary objects one would find on a kid’s desk.
Roger started with sketches of the DJ setup. In this initial phase of the project, they could start to imagine the types of objects a child would use to build a DJ booth. After the design was locked, Roger went on to previz the entire spot in 3D where all the choreography was worked out prior to filming. This way the artists were allowed to experiment and refine the spot before going into the more time intensive process of stop-motion animation.