Mixed media and animation studio th1ng recently directed the Currys Christmas Shop WRAPPING for M&C Saatchi, a series of 12 TV commercials that promote the range of brands available from the retailer in-store and online.
The Currys campaign is on national TV in the U.K. through Christmas, and features different advertisements aired each week.
BAFTA Award-winning director Tom Edgar directed the :30 and :20 second commercials in his first project since joining th1ng from children's television.
The ads all feature Currys' wrapping paper acting playfully with a range of products in a variety of scenarios, all designed to illustrate that Currys offers the 'right presents at the right price' and the availability of its free 10 pound gift card.
In one spot, sheets of wrapping paper fly like snowballs across the screen before one spots a Tom-Tom, which it dive bombs and wraps up. In another, a single sheet of wrapping paper caterpillars into shot. It frantically hops around unable to decide between two TVs before tearing itself in two to wrap them both.
Edgar directed the campaign using stop-motion techniques. His digital stills camera was Canon 5D and compositing was done in After Effects. Other software used included Final Cut Pro and Photoshop. th1ng carried out post-production from its Soho-based studios with support from MPC.
Project: WRAPPINGClient: CurrysCreative Agency: M&C SaatchiAccount Director: Estelle AdamsMedia Agency: Walker MediaMedia Planner: Graham FisherWriter: Orlando WarnerArt Director: Orlando WarnerProduction Company: th1ngDirector: Tom EdgarProducer: Ru Warner Executive Producer: Dominic ButtimorePost Production: th1ng, MPCEditor: Danny AtkinsonCameraman: Simon PaulCompositing: Chris Walker (head)