SOOTHING FAMILIES SINCE 1931

ClientSUDOCREM, TEVA
Category A01. OTC Medicines
TitleSOOTHING FAMILIES SINCE 1931
Product/ServiceSUDOCREM
Entrant McCANN HEALTH London, UNITED KINGDOM
Idea Creation McCANN HEALTH London, UNITED KINGDOM
Production GATE FILMS Madrid, SPAIN
Credits
Name Company Position
Adrian Parr McCann Health London Global Creative Director
Guy Swimer McCann Health London Creative Director
Mitch Brock McCann Health London Creative
Freddie Wood McCann Health London Creative
Britt Nyman McCann Health London Account Director
Rita Jugessur McCann Health London Producer
Parrus Doshi McCann Health London Planner
Emma Chetham McCann Health London Account Executive
Tim James Brown Tim James Brown Director
Julio Fernandez Gate Films Executive Producer
Fede Alfonzo Fede Alfonzo Director Of Photography
Janak Thakker FABLEfx VFX and Animation Supervisor
Kaj Steveman FABLEfx Creative Producer
Thomas Deutschmann FABLEfx Executive Producer
Mikael Johansson FABLEfx Technical Director
Richard Atkinson Mcasso Music Composer

Write a short summary of what happens in the film

The objective of this campaign was to stand for 'soothing' a benefit completely unique to Sudocrem. In order to achieve this a soothing commercial was created. The beginning of the film see the viewers drawn into an idyllic realm of babbling brooks and relaxing background music. At the centre of this soothing scene we're greeted with graceful pandas performing a soothing tai chi sequence. The CGI panda’s, were individually created perfectly replicating the movements of a real tai chi master to provide perfect authenticity. What follows is a neat segue-way to more homely surroundings, which emphasises the benefits of Sudocrem. We end the film with a giggling and soothed young baby who has just had its nappy changed.

Tell the jury about type(s) of animation or visual effects and summarise any relevant challenges or techniques.

To create the panda's routine a real life tai chi master was used and each panda was individually built. Once the routine was mapped onto the panda's skeletons the process of adding lifelike hair, individual mannerisms and their relationship with their environment was begun.