Submit your work
Checking...
back
WinnersLeaderboardNomineesJuryAbout MDA
Company profileSubmissionsAccount settingsBilling infoAmbassadorsQuick voting
Choose submission typeProject informationCheckout
Sainsbury's 150th Anniversary by Feed Me Light, a nominee on Motion Design Awards Sainsbury's 150th Anniversary by Feed Me Light, a nominee on Motion Design Awards

Sainsbury's 150th Anniversary

Avatar of  on Motion Design AwardsAvatar of  on Motion Design Awards
Feed Me Light
London, GB
Video of the day - September 6, 2020
concept: 8.29design: 8.39motion: 8.39sound: 7.50How the score is calculated
final score: 8.27details
facebook
twitter
pinterest
reddit
mail
whatsapp

About this video

It was one of those phone calls. You know, the kind where your friend says “Hey man, I’m building a giant cake that needs to spin at 80rpm and showcase 150 years of Sainsbury’s history. And I need your help! Oh, and we also need to design and animate 14 unique characters, too. K bye.” I suppose you could say that’s a phone call we’ve been waiting for our whole lives. Thus began our collaboration with Noah Harris, master of mixed-media storytelling, in his ambitious and touching celebration of Sainsbury’s century-and-a-half legacy. We’re very proud of our work with Noah, his amazing production company Agile Films, as well as Wieden+Kennedy, London, who were an absolute dream to work with. Initially, we didn’t set out to create a VR version. But it soon became obvious this would be the only way to truly understand how all these moving parts come together- nine layers with fourteen characters animating independently. The production designers, set builders, 3D printers, agency, client, our animators… basically everyone involved used our pre-visualisation to make important decisions affecting their own process. All the animation began in 2D. We are really fast at this and used it to gain consensus across a lot of departments. We overlapped this with 3D modelling and good-old-fashioned R&D. Every new character, every animation pass - even new ideas would work their way to the cake after sign off.

About Feed Me Light

youtubevimeowebsitefacebookinstagramtwitterbehancedribbblelinkedin
Still image of Sainsbury's 150th Anniversary by Feed Me LightStill image of Sainsbury's 150th Anniversary by Feed Me Light
Still image of Sainsbury's 150th Anniversary by Feed Me LightStill image of Sainsbury's 150th Anniversary by Feed Me Light
Still image of Sainsbury's 150th Anniversary by Feed Me LightStill image of Sainsbury's 150th Anniversary by Feed Me Light
Still image of Sainsbury's 150th Anniversary by Feed Me LightStill image of Sainsbury's 150th Anniversary by Feed Me Light
Still image of Sainsbury's 150th Anniversary by Feed Me LightStill image of Sainsbury's 150th Anniversary by Feed Me Light

Credits

Client: Sainsbury’s Agency: W+K London Production Company: Agile Films Executive Producer: Myles Payne Producer: Cathy Hood Director: Noah Harris DOP: Patrick Meller Production Designer: James Hatt Costume Designer: Stasya Monastyrska Creative Animation Studio: Feed Me Light Executive Creative Director: Denis Bodart Executive Producer: Ryan Goodwin-Smith Creative Producer: Daniela Hornskov Sun CG Supervisors: Tom Flavelle, Luke Gibbard Editorial Company: Final Cut Editor: James Rosen VFX Company: Nineteen Twenty VFX Producer: David Keegan Grade: Duncan Russell @ Free Folk Composer: Alex Baranowski Mix Company: String and Tins Sound Design & Mix: Jim Stewart PRINT CAMPAIGN Print Production: Feed Me Light Post Production: Stanley’s Post Character Design: James Castillo Additional Character Work: Julien Becquer, Dan Lambert 2D Animation: Julien Becquer 3D Animation: Julien Becquer, Florian Mounie, Marylou Mao Character Sculpts: Tom Flavelle, Frederik Storm, Emiel Strijker CG Generalists: Denis Bodart, Olivier Pirard, Oguz Birgoren, Victori Jalabert VR Previsualization: Alice Janne Texturing / Rendering (Print Campaign): Oguz Birgoren, Mark Mullan Retouch (Print Campaign): Denis Bodart, Mark Mullan 3D Printers: Digits2Widgets

Loading