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Filament Post Gets a Bit Naughty with the New Simba Beds Spot

Filament Post Production, 2 months, 1 week ago

Royle Productions & The Garage Soho launch saucy new ad

Filament Post Gets a Bit Naughty with the New Simba Beds Spot

Filament Post this week shares its new Simba spot from Royle Productions and Sir John Hegarty’s incubator, The Garage Soho.

The new spot focuses on the fact that people “do more in bed than just sleep”.

Simba started as a supplier of thread to mattress makers back in 1979. Their thread has been used in over 50 million mattresses worldwide. In 2015 they decided to make their own mattresses and have been passionate about developing the perfect mattress ever since. This passion is played out in their new TV campaign.

A mattress is put through its paces by being pounded and rolled upon simulating rigorous use. Only there are no actors in this scenario, instead it's Simba’s actual test machines pummelling the mattress, highlighting the heavy demands placed upon them.

Filament Post worked closely with director, Barry Kimber and producer, Jeremy Barnes on extensive clean up, removing dust, scratches and labels from all the machinery. They retimed and stabilised the bottom-shaped plungers, so that the motion feels more staccato and increased the pace as the edit progresses.

The final packshot was rebuilt in 3D and created a subtle camera move to bring life to the otherwise static end frame.

The result is an amusing film that will no doubt appeal to a grown up audience and raise some eyebrows along the way.

The ad launched on Sunday (17 July) during Casino Royale on ITV, and will run for six months
Advertiser

Advertiser: Simba Sleep

Creative Agency

Creative Agency: The Garage Soho

Group Strategy Director: Nick Kendall

Founder: Sir John Hegarty

Offline

Editor: Suzy Davis

Producer: Frankie Elster

Edit Company: Final Cut

Post Production / VFX

Post Production House: Filament Post

Senior Producer: Pippa Halfnight

Flame Artists: Hani AlYousif & Jamie Crofts

Production Company

Production Manager: Agnes Szyperek

Production Company: Royle Productions

Founder: Frances Royle

Production Assistant: Toni Hambleton

Producer: Jeremy Barnes

Director: Barry Kimber

Category: Furniture , Home appliances

Genre: Visual VFX