Electric Theatre Collective Brings Imaginary Monsters to Life for Asda's Back to School Ad

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The ETC team works with AMV BBDO to create some CGI monsters straight from real kids' imaginations
Electric Theatre Collective Brings Imaginary Monsters to Life for Asda's Back to School Ad

Electric Theatre Collective has put its extensive VFX skills to use creating CG monsters in 'The Chase' for George at Asda. The campaign was developed by AMV BBDO, inspired by children’s fun and creative imaginations. ‘Built for Their Imagination’ captures the genuine thoughtful, playful and humorous moments of play and takes the customer back to the days of the school playground.

To kick off the creative process, the team worked with an enthusiastic group of real school children - the George ‘Class of 2019’ - and asked them to share their favourite playground game, with the unanimous decision being tag. To be true to the idea that the monster came from a child’s imagination, hundreds of children, including the children of staff at AMV BBDO, Electric and Stink, were asked to draw their idea of a monster. “We took the most popular themes, and used them to design a unique monster for the screen. One that is as random and free as a child thinks,” said AMV BBDO creative director, Andy Clough.


The resulting 30-second film was directed by Traktor.

In the spot, we see a kids game brought to life as a monster chases pupils through the school yard. We see children running and hiding, putting their George uniforms through their paces, playing tag until the monster catches up with them and then, to our surprise, the monster turns into a girl. It’s then that we realise we’ve been watching a playground game through the vivid imagination of the children.

Jon Purton, executive producer at Electric, said: “At the heart of the campaign is the idea that both monsters come straight from the mind of a child and not an adult's interpretation of a child’s imagination. The team embraced this challenge and committed to ditching the normal rules of anatomy.”


This was weaved into the design, sculpting, modelling and rigging processes. As the monsters started coming to life in animation, the team of FX artists began incorporating those specific, crucial details that brought the kids' creations to life: from controlling the way the skin moved, the characteristics of the slobber, right down to the little tufts of hair.

When the film was completed, a panel of children was consulted to ensure that the monsters were something they’d imagine and the game was true to something they’d play. “The ad had to make sense if you didn’t see the monster, but with the girl in its place,” said AMV BBDO creative director Richard McGrann. It got a resounding thumbs up.

The TV advert launches in Scotland on the 27th of July and will be rolled out across the rest of the UK from the 10th August.

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Post Production / VFX

Post Production Company: Electric Theatre Collective

Producer: Jon Purton

VFX Supervisor: Simon French, Iain Murray

Colourist: Luke Morrison

2D Artists: Tom Humphrey, Tane Welham

3D Artists: Jack Powell, Jordan Dunstall, Romain Thirion, Adrian Lan Sun Luk, Nick Turner, Sergio Morales, George Savvas, Reece Weldon, Ogi Vukovic

Animators: Steve Beck, Julien Loth

Rigging: Greg Martin

CG Coordinator: Larisa Covaciu

Production Company

Production Company: Stink

Director: Traktor

Producer: Richard Ulfvengren

Music

Music : Original composition through Machine (c/o Final Cut)

Music Producer: Matej Oreskovic

Offline

Editor: Rick Russell @ Final Cut

Creative Agency

Creative Agency: AMV BBDO

Executive Creative Director: Alex Grieve

Copywriter: Richard McGrann

Art Director: Andy Clough

Agency Producer: Verity Elvin

Production Assistant: Lucia Fioravanti

Board Account Director: Bobbie Gannon

Account Director: Gemma Troup

Sound

Sound Design: Parv Thind @ Wave

Genres: Animation, Visual VFX, Action

Categories: Supermarkets, Retail and Restaurants

Electric Theatre Collective, 1 year ago