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
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