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Tom Brown Directs Two Delicious Dessert Spots for McVitie’s Biscuits

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TBWA\London and Papaya Films capture the joy of desserts for the latest range

Tom Brown Directs Two Delicious Dessert Spots for McVitie’s Biscuits

For Tom’s latest work he teamed up with biscuit aficionados McVitie’s to promote the brand new lemon drizzle and chocolate brownie flavours. 

“Right off the bat this project had an incredibly strong central idea which entailed zooming in to a Mcvitie's biscuit right down to what we called the 'flavour-verse' at its heart. We also wanted this burrowing journey to go though through a real lemon drizzle cake/pile of chocolate brownies on the way. In order to grab all the components for the idea -we shot the cakes, lemons, chocolate and individual biscuits on model movers at BITES studio in Poland. This part of the shoot was remote and BITES were great at talking through the concepts to make sure we got exactly what was needed.” - director, Tom Brown. 

Tom adds: “Our constituent parts then went to Black Kite Studios who composited them together in Flame to create our macro effect - that sees us zoom in to the cakes to find the flavour ingredients drifting in our 'inner space' scene. When coupled with our live action elements which saw our actors eating biscuits in beautifully colour coordinated kitchens and lounges ( Art Direction by Charles Whiteway) as well as some pinpoint lighting from DOP Sam Meyer - we ended up with two super slick 30s spots that look fantastic in multiple social media formats.” 

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Client: McVities - Pladis 


Agency: TBWA 

Creative Director: Johnny Ruthven & Ben Brazier 

Creative Team: Paddy Paddison & Cyndall Mcinierney 

Agency Head of TV: Poppy Manning 

Agency Producer: David Weider 


Production Company: Papaya Films London 

Director: Tom Brown 

Executive Producer: Wojtek Skiba 

Producer: Swifty Hanrahan 

DP: Sam Meyer 

Production Designer: Charles Whiteway 

Costume Designer: Luke Temple 

Food Director: Bites 

Food Shoot Producer: Kuba Kozlowski 

Editor: Charlie Reddie @ Stitch

Post Production 

Postproduction: Black Kite 

Post Producer: Tamara Mennell 

Post Supervisor: Andrew Curtis 

Colorist: Richard Fearon 

Sound Design: Rascal Post 

Music: Jon Mills

Genres: Comedy, People

Categories: Food, Sweet

Lemonade Reps, Tue, 04 May 2021 17:52:17 GMT