Drake Cooper and creative production company Scholar are expanding the world of ExtraMile convenience stores with two new animated spots that continue the adventures of the brand’s superhero mascot, ExtraMan.
The latest work in ExtraMile’s ongoing “You Deserve Extra” campaign includes the commercials “Fuel Your Day” and “Extragains,” both designed to showcase how the convenience chain helps consumers avoid everyday frustrations, from post-work energy crashes to long drive-thru lines.
At the center of each story is ExtraMan, the brand’s self-appointed “Chief Convenience Officer,” who swoops in with snacks and solutions before small inconveniences spiral into bigger problems.
The campaign continues a creative platform that has evolved significantly since Drake Cooper redesigned the character five years ago. “Five years ago, ExtraMan was a redesign,” said Dylan Amundson, director of marketing at Drake Cooper. “Today, he’s a universe, one of the most distinctive worlds in the convenience store category. And that is thanks to our client trusting us to keep building that world.”
Produced in partnership with Scholar, the spots feature highly detailed 3D animation that blends stylized storytelling with near-photoreal visuals. The creative team expanded the scale of the animated environment, adding greater detail and movement throughout the world surrounding the character.
“After last year’s full redesign, we didn’t just refine the world, we expanded it,” said Liam Elias, associate creative director at Scholar. “This year, everything is bigger. Not just in scale, but in life. Every corner of the frame is breathing — people, cars, birds, even bunnies.” Watch the campaign below:
Scholar handled animation, character design, environmental design and visual effects for the project.
The work reflects a broader trend among brands seeking to create recurring characters and narrative worlds that can evolve over time rather than relying on one-off campaign concepts. In ExtraMile’s case, that strategy has helped transform a convenience-store mascot into a recognizable brand platform.
The campaign also continues Drake Cooper’s work for Chevron and Texaco brands, including efforts to raise awareness for ExtraMile stores and the chain’s ExtraGOOD product line.
“For concept to final delivery, the team was a trusted collaborator in helping bring our vision to life,” said Alex Mancilla, ExtraMile brand manager at Chevron. “The result is a series of videos we’re incredibly proud of.”
The spots are now rolling out across ExtraMile’s marketing channels, continuing the retailer’s effort to differentiate itself through character-driven storytelling in a category typically dominated by product and price messaging.
For Drake Cooper, the campaign is another example of how long-term brand building can create equity that extends far beyond a single ad campaign. What began as a mascot redesign has become an entire animated ecosystem—one that continues to grow with every new installment.
CREDITS:
BRAND: ExtraMile
AGENCY: DRAKE COOPER
- Patrick Hoopes — Executive Creative Director
- Nicole Noble — Group Account Director
- Brian Raes — Integrated Producer
- Lauren Nopar — Senior Project Manager
ANIMATION COMPANY: SCHOLAR
- William Campbell — Creative Director
- Liam Elias — Associate Creative Director
- Jee Kim — Art Director
- Kirsten Noll — Managing Director / EP
- Kev Jones — Executive Producer
- Tyler Locke — Director of Production
- Nicole Smarsh — Head of Production
- Spencer Moritz — Producer
- Adrianna McKinley — Media Manager
- Tim Hayward — CG Supervisor / Dynamics & FX
REELated:
