Luma's Martyn Pick Shoots New Thatchers Spot

Director Martyn Pick already has a firm grounding in fine art animation but this recent project for Thatchers allowed him to take digital animated painting to a new level. Created by agency Bray Leino and Produced by Luma London, the campaign uses a unique technique to embody the essence of the brand.

 

 

Martyn’s technique allows him to mix live action, 3D and hand animation into one cohesive whole. It creates an old traditional style, in that it represents timeless feelings, but in an innovative and progressive way. In this instance Thatchers wanted something that represented the tradition and heritage of the brand, which would enable it to be expressed in a unique way.

 

The spot was shot over two days in a London studio with the live action characters later being taken into a painted universe. The warm tones and ‘magic hour’ setting represents the Thatchers ‘Gold’ associated with the brand and you can almost feel the sun and smell the fresh country air.

 

Martyn comments that ‘the technology now available allows work that could not otherwise be achieved within the time frame or budget often available. This particular project really encouraged me to push my previously developed technique to a more refined level’.

 

Credits

 

Agency: Bray Leino

Agency Producer: Nicole Sloane 

ECD: Jon Elsom

CD: Paul Hancock

Senior Account Mgr: Neil Fenton

Production Company: Luma London 

Director: Martyn Pick

EP: Mark Farrington

Producer (Live action): Claire Welberry

Post Production: Unit Media

Post Producer: Tina Daly

Grade: Simon Astbury

Nuke: Stirling Archibald with Tim Crabtree & Terry Tsang. 

Lead Audio: Chris Southwell