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The Groceries Watchdog was produced for Traidcraft. He headed the campaign to create a Supermarket Ombudsman to police the naughty behaviour of UK supermarkets.

We initially designed the character for the campaign postcards and literature, but were then asked to animate him for use on the web.


The character was influenced by classic Superheroes. The Silver Surfer rides a surfboard through space, The Groceries Watchdog naturally rides a shopping trolley.

The character had to look friendly and approachable, hence the cuddly physique and cheesy grin.

Skills Summary

Creation of Initial Concept
Character design
Cell by cell animation
Motion and shape Tweening
Use of Masks
Code in AS3 Classes
Synchronised to Stock soundtrack