Sainsbury’s Magic

Dir/Design: Frater Production: Partizan Lab Agency: AMV BBDO

[quicktime width=”480″ height=”285″]http://www.fraterfilms.com/fraterblog/wp-content/uploads/2008/08/frater_sainsburys_magic.mov[/quicktime]

This was the last ad we did for Sainsbury’s… an all CG affair. To keep something of the hand crafted feel of the earlier commercials in the campaign we had a miniatures team construct small sections of the sets we had designed and artwork all the finer details and textures on wooden sample panels. These could then be photographed and applied to the CG build. This helped to tie the campaign together whilst adding a high-end CG finish in a way that gave us more creative control; being our first big CG outing, hand-crafting the textures enabled us to get the look we wanted in a tactile format before committing them to their computer-generated counterparts.

Some concept artwork: