Guardians of the Galaxy Vol 2 'Groot Grooves'
Commercial
Directors: Erik Gerstenmaier & Drew Roper
Produced by: Yamination Studios
Content Type: Broadcast toy commercial, stop-motion/live-action hybrid
Objective:
Promote Hasbro’s Guardians of the Galaxy toy line through imaginative storytelling
Engage young viewers with a blend of tactile animation and live-action
Deliver content suitable for broadcast on Disney XD and digital platforms
What We Did:
We collaborated with Hasbro and Disney to bring the Guardians of the Galaxy action figures to life in a playful, imaginative commercial aimed at young audiences. Shot at Yamination Studios, the spot combines stop-motion animation with live-action footage to tell the story of a young boy who dreams his toys have come to life.
The commercial opens in a purpose-built bedroom set, where a child actor drifts off to sleep. As he dreams, we transition into a vibrant stop-motion world where Baby Groot, Rocket, Yondu, Star-Lord, Gamora, and Drax spring into action. The spot ends with the boy waking to find the toys lined up in front of him — with Groot still dancing, thanks to the toy’s built-in mechanic.
Bringing the Galaxy to Life
Production Approach:
Shot on a custom-built bedroom set at Yamination Studios
Stop-motion animation using real Guardians of the Galaxy action figures
Live-action performance by a young actor to ground the narrative
Seamless transition between live action and animated dream world
Deliverables:
30-second hero commercial for Disney XD broadcast
Web-optimised version for digital and social platforms
Additional promo clip of the Dancing Groot toy for standalone use on social media
Outcome:
Delivered a playful, high-quality spot that captured the imagination of young fans
Showcased Hasbro’s toy features through engaging visual storytelling
Provided modular assets for use across broadcast, web, and social media
