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
