Sedelmaier acted as a co-creative director with Noel Haan and was involved with all aspects of the new campaign from the pitch to the client in Racine through to his animation direction of the spots. Sedelmaier worked closely with live director Vico Sharabani and animation facility Pipedreams/3D to bring the characters to life. The characters were redesigned by J.J. himself  while working closely with Art Director Chuck Taylor and Writer Terry Cosgrove on everything from scripts to voice casting. Sedelmaier's updated designs are used to this day.