JACK & THE BEANSTALK

Short List
ClientVAUXHALL
Category A10. Animation
TitleJACK & THE BEANSTALK
Product/ServiceOPEL ASTRA
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
Name Company Position
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
MARTIN ALLAN Coffee & TV Head of CGI
JONNY GREW Coffee & TV Senior Animator
JOSH GEORGE Coffee & TV Senior Artist
ADAM LINDSAY Coffee & TV CGI Artist
ADRIAN RUSSEL Coffee & TV CGI Artist
AMY HEYES Coffee & TV Junior CG Artist
STEVE WAUGH Coffee & TV Head of Design
CHARLOTTE HOPKINS Velocity Agency Producer/Production Director
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.