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Pablo, DROOL and Untold Studios Bring to Life a Playful and Intriguing ‘Animal Thingdom’ for DFS

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Creatures great and small all share their unique 'thing' for the colourful campaign

Pablo, DROOL and Untold Studios Bring to Life a Playful and Intriguing ‘Animal Thingdom’ for DFS

Pairing up once again with director Freddie Powell and London based agency, Pablo, Untold Studios helped to create this magical world filled with creatures great and small, each with their own unique 'thing'. Expertly mixing flawless CGI sofas, live animals, animatronics, puppets and CGI creature enhancements, the spot is a visual feast for the eyes.

DFS’s ongoing campaign ‘What’s your thing?’ celebrates the idea that there’s no right or wrong when it comes to our individual tastes & styles, and promises that DFS will inspire and help people to be confident in finding their ‘thing’. It aims to shift perceptions of DFS from just being sofa experts, to a brand that actively empowers and helps its customers to make choices that are right for them.

The new campaign - The Animal ‘Thingdom’ - builds on last year’s launch by encouraging people to unlock their individuality through celebrating the rich varieties of personalities that sit behind people’s ‘thing’, represented by an array of animals that just can’t help but be themselves. And DFS with its huge range of sofa styles, has one to match every one of these animals’ things.

Untold Studios chief creative officer Neil Davies comments, “It’s been a real pleasure to continue working with director Freddie Powell, DROOL and Pablo on this fun and immaculately crafted campaign. I love that it's such a clever mix of miniature sets, fully CG sofas, puppetry, animatronics with CG enhancements, real animals, CGI Plankton etc etc - it just keeps you guessing as to how each shot is pulled off. Every frame within the spot is packed full of hidden details, all carefully crafted and meticulously thought out, revealing more on each viewing. Add in a killer soundtrack and it's shaping up to be one of my favourite spots of the year so far.”

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Marketing Director: James Brewer

Senior Creative Manager: Kim Knowles


Agency: Pablo

Executive Creative Director: Dan Watts

Creative Directors: Charlie Gee & Tian Murphy

TV Creatives: Chris Bovill & John Allison

TTL Creatives: Rohit Tharakan & Fei Waller

Managing Partner: Sam Morgan

Business Director: Gina Hood

Account Director: Dan Hughes

Senior Account Manager: Isobel Kai

CSO: Mark Sng

Planning Director: Chris Turner

Head of Production: Tom Moxham / Acting Head of Production

Agency Film Producer: Sophie de Lacey

Senior Project Manager: Amanda Nixon

Senior Project Manager: Emily Henderson

Business Affairs: Sarah Brown


Production Company: DROOL

Director: Freddie Powell

Executive Producer: Genevieve Sheppard

Producer: Jess Wylie

Director’s Assistant: Joe Paul

Director of Photography: Patrick Meller

Production Designer: James Hatt

Production Manager: Harriet Staples

Production Assistant: Bella Russell Flint

1st AD: James Sharpe

Creature Effects Supervisor: John Nolan

Puppet Captain: Rob Tygner


Edit House: Trim Editing

Editor: Thomas Grove Carter

Assistant Editor: Joey Henshaw

Offline Producer: Noreen Khan


VFX: Untold Studios

Exec Producer: Tom Igglesden

Producer: Ella Glazer

CCO: Neil Davies

VFX Supervisor: Alex Grey

VFX Lead : Jack Harris

Asset Lead: Mary Doyle

Colour: Untold Studios

Colourist: Aubrey Woodiwiss


Sound house & producers/ team: 750mph

Sound Design/mix: Sam Ashwell & Mike Bovill

Audio Producer: Olivia Ray


Music Supervision Company: Birdbrain


George Logan: Photographer

Ben Hills: Senior Producer

Paul Cowen: Photographer agent at Horton-Stephens

Adi Van Zyl: Set Designer

Mark Baxter: Retoucher

Categories: Soft Furnishings, Home

Untold Studios, Wed, 21 Sep 2022 15:51:39 GMT