The brief: Create an animated version of the Rhinocort "Reggie The Rhino" character. Make him tough, yet personable. The kind of rhino that you wouldn't be too scared to approach when he's hanging out in a dark alley handing out pharmaceuticals to desperate hay fever sufferers.

Initially, this was pitched as being a 2D character, to match the existing pack artwork and previous ad campaigns. However, Fire Horse quickly found that far better results could be produced using a "3D look". A broad, tough rhino, full of personality and possibly a heart of gold.

This transition to a 3D character meant some re-designing of Reggie's form to balance some of the elements of his design. His forehead was reduced, along with his horns, and his eye areas were redefined to make him seem more sprightly and ensure expressiveness. Texture maps on his horn carried over design cues from the 2D look, as well as vertex colour maps to hint at the toon lines that were present in the old version.

Moving Reggie into 3D allowed Fire Horse to extend the look further, with some detailed touches such as subsurface scattering in his ears, coupled with the moody lighting of the scene.

The alley environment was modeled and textured by 3D artist Nigel Haslam, to not only match, but to go beyond the look of the live action sets.