| Title | DRUMMERS |
| Brand | LADBROKES |
| Product/Service | LADBROKES |
| Category |
B05. Visual Effects |
|
Entrant
|
NEVERLAND London, UNITED KINGDOM
|
|
Idea Creation
|
NEVERLAND London, UNITED KINGDOM
|
|
Media Placement
|
THE7STARS London, UNITED KINGDOM
|
|
Production
|
ROGUE London, UNITED KINGDOM
|
|
Post Production
|
FACTORY London, UNITED KINGDOM
|
|
Post Production 2
|
ELECTRIC THEATRE COLLECTIVE London, UNITED KINGDOM
|
Credits
| Noel Hamilton |
Neverland |
Executive Creative Director |
| Lloyd Daniel |
Neverland |
Senior Creative |
| Jon Forsyth |
Neverland |
Founding Partner, Creative Strategy |
| Simon Massey |
Neverland |
Founding Partner, Brand Strategy |
| Amy Coomber |
Neverland |
Head of Production |
| Harriette Wright |
Neverland |
Senior Producer |
| Rich Kennedy |
Neverland |
Design Director |
| Claire Pearson |
Neverland |
Assistant Producer |
| Niall Hutchinson |
Neverland |
Business Director |
| Will Denvir |
Neverland |
Account Manager |
| Sam Brown |
Rogue |
Director |
| Polly Ruskin |
Rogue |
Producer |
| Kate Taylor |
Rogue |
Executive Producer |
| Patrick Meller |
Rogue |
DOP |
| Tim Thornton-Allan |
Marshall Street Editors |
Editor |
| SJ O'Mara |
Marshall Street Editors |
Edit Producer |
| Anthony Moore |
Factory Studios |
Sound Engineer |
| Josh Campbell |
Factory Studios |
Sound Engineer |
| Beth Massey |
Factory Studios |
Producer |
| Luke Morrison |
Electric Theatre Collective |
Colourist |
| Magda Krimitsou |
Factory Studios |
VFX Producer |
| Larisa Covaciu |
Factory Studios |
Production Coordinator |
| James Sindle |
Factory Studios |
Creative Director |
Write a short summary of what happens in the film
The film, directed by Emmy nominated Sam Brown, captures the unbridled excitement the nation felt in the run up to the 2020 Euros.
Featuring a sea of drummers seen in locations across the country, the film evokes the unique anticipation and tension football fans feel during a crucial penalty.
Shot with 190 drummers, 200 extras, and using state of the art CGI, motion graphics, drone filming and VFX, the scale and concept set out Ladbrokes’ ambitions and excitement around the tournament.
Cultural / Context information for the jury
The 2020 Euros was delayed by a year due to COVID, so the excitement and anticipation for the event was incredibly high in the run up to the event in 2021.
We focused on a historically nerve wracking part of Football for fans from the UK - a penalty shoot out that will decide the outcome of a game.
Tell the jury about the visual effects and summarise any relevant challenges or techniques.
The production of the film included a huge visual effects team to create the epic feeling of the ad.
Due to COVID restrictions we were incredibly limited in the numbers we could have on set, so a VFX team of over 40 people worked to turn an an empty stadium, offices and city streets, into the sea of drummers, crowds and buzzing atmosphere.
With the ad totally focused on the emotion of the moment, the quality and authenticity of the scenes was vital. The VFX had to be so good you wouldn't notice them.
We used body scanning and motion capture of the drummers and crowds, state of the art CGI and drone filming to create the a rich and vibrant settings you see. This incredible work gave us the perfect canvas for us to focus on the emotion of the ad, and connect deeply with our audience.