Title | UGLY DUCKLING |
Brand | VAUXHALL |
Product/Service | OPEL ASTRA |
Category |
A10. Animation |
Entrant
|
MRM//McCANN MADRID, SPAIN
|
Idea Creation
|
MRM//McCANN MADRID, SPAIN
|
Idea Creation 2
|
MCCANN MILTON KEYNES, UNITED KINGDOM
|
Production
|
VETOR ZERO / LOBO São Paulo, BRAZIL
|
Production 2
|
MACH STUDIO Madrid, SPAIN
|
Production 3
|
COFFEE AND TV London, UNITED KINGDOM
|
Production 4
|
GLOBAL RADIO London, UNITED KINGDOM
|
Credits
ADRIAN BOTAN |
McCann Worldwide |
Creative President |
MIGUEL BEMFICA |
MRM//McCann Madrid |
Chief Creative Officer |
VINCE MCSWEENEY |
McCann Milton Keynes |
Chief Creative Officer |
EDUARDO BATTISTON |
MRM//McCann Madrid |
Executive Creative Director |
RAFAEL MERINO |
MRM//McCann Madrid |
Head of art |
NICK COOPER |
McCann Milton Keynes |
Executive Creative Director |
CHRIS ROBERTSON |
McCann Birmingham |
Executive Creative Director |
ALBERTO ESPEJA |
MRM//McCann Madrid |
Senior Copywrtiter |
JOE IVORY |
McCann Birmingham |
Senior Copywriter |
JAMIE BUCKINGHAM |
McCann Brimingham |
Senior Art Director |
PABLO CAMARERO |
MRM//McCann Madrid |
Art Director |
RAFAEL MERINO |
Mach Studio |
Director |
VICTOR LLORENTE |
Mach Studio |
Director |
RAFAEL MERINO |
Mach Studio |
Art Director |
VICTOR LLORENTE |
Mach Studio |
Technical Director |
PABLO CAMARERO |
Mach Studio |
Art Director |
ALVARO REBOLLO |
Mach Studio |
Vfx Director |
BEATRIZ ORELLANA |
Mach Studio |
Modelling & Look Dev |
JOSE ANTONIO MARTIN |
Mach Studio |
Rigger |
CHRISTIAN DAN |
Mach Studio |
Animator |
JUSTIN SANDERS |
Global Radio |
Producer |
DAVE BUSH |
Global Radio |
Editor |
Write a short summary of what happens in the film
Campaign: Our films are very different versions of the classic fairy tales, Cinderella, Jack & The Beanstalk and The Ugly Duckling. They’re different because they tell the story backwards.
In our ads, we start with the happy ending, then things rapidly get worse until we’re back to each hero’s more humble beginnings – and beyond.
It’s all to demonstrate that when things happen in reverse (like when you reverse a car) there’s not always a happy ending. Which is why the Vauxhall Astra comes with a reverse camera as standard…
Cultural / Context information for the jury
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Tell the jury about type(s) of animation used and summarise any relevant challenges or techniques.
Each film used a different animation style, with several thousand hours taken to perfect each one.
For Jack & The Beanstalk, our world was painstakingly crafted in 3D, giving a modern twist to the classic fairy tale. A rich and detailed environment was created, while significant time was spent storyboarding and developing character looks – all of which were crafted and finessed by hand.
We chose pure CGI to create The Ugly Duckling as it allowed us the freedom to take a completely unique and stylistically pure visual approach.
Cinderella was almost entirely handmade, with nearly 100% of it created with stop-motion – even elements like the fog. All characters, props and sets are real small-scale objects made specifically for the film. The set was built to allow a long backwards track, reflecting the backwards motion of the story, and in itself took many days to design and build.