J.J. Sedelmaier, Mike G blend live action and animation for J-B Weld

J-B Weld
(7 new spots for J-B Weld)

Directors J.J. Sedelmaier (J.J. Sedelmaier Productions, Inc) and Mike G (Bodega Studios, LA) recently collaborated to seamlessly blend live and animated characters together in “Be Your Strongest Self”, a 7-spot master brand campaign, for Madison, Wisconsin-based agency Planet Propaganda and their client, J-B Weld, the leader in DIY epoxy, and adhesives.

The campaign which launches on Labor Day, profiles 4 of J-B Weld’s top products: J-B Weld Original Epoxy, Super-Weld Light Activated, KwikWood Wood Repair Epoxy, and their Clear-Weld Quick Setting Epoxy.

Each J-B Weld spot features a live-action character confronting and remedying an adhesive or repair issue, with the assistance and encouragement from their animated “clone”. Their confident and supportive cartoon alter- ego guides them successfully through the process and provides an enthusiastic congratulations at the end. Watch below:

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“I saw this animation/live-action campaign as a terrific opportunity to take our character animation into a new new realm”, said acclaimed director\designer Sedelmaier. “The interaction between the two worlds is fun and provides a nice support for the various products and their use.”

He adds, “The other aspect of this project that was awesome was the partnering with Mike G. He was involved in the production from beginning to end, and even worked directly on the actual compositing of the animation/live. This meant we could strategize intimately with each other on the set during the shoot(s) when we needed to solve creative/technical issues that would ultimately be addressed on post.”

“J-B Weld takes great pride in delivering strength, reliability and confidence to DIYers of all skill levels, and this new campaign really represents the spirit of the brand,” added Chip Hanson, Chairman and CEO, J-B Weld Company.


CLIENT: J-B Weld team

  • Chip Hanson: Chairman & CEO
  • Mark Sng: Vice President, Marketing Ross Gibson, Creative Services Manager

AGENCY: Planet Propaganda team

Dana Lytle: ECD/Partner
Emily Steele: Managing Director
Teddy Brown: Group Creative Director Brian Hucek, Creative Director
Katie Roach: Head Of Production
Kris Kluthe: Motion Director
Anna White: Copywriter
Jeremy Cesarec: Communications Director Karmin Arnold, Account Director
Sarah Koler: Account Supervisor
Adair Dorsett: Senior Account Executive Shelley Meuer, Production Designer

PRODUCTION COMPANY: Bodega Studios team

  • Mike G, DirectorDallas Sterling: DP
  • Willa Goldfeder: Producer
  • Clint Goldman: EP FitFinish (PostProd)
  • Adam Lawson: Producer Super Exploder (Audio)
  • Meredith Nazzaro: Executive Producer
  • Jody Nazzaro: Senior Sound Designer

PRODUCTION COMPANY: J.J. Sedelmaier Productions, Inc.