In this Supercell spot, The Great British Baking Show judge Prue Leith creates an elaborate gingerbread village featuring characters and game elements from the world of Clash. Unbeknownst to Leith, the village comes alive when she’s not looking and a delicious battle ensues.
Leith, though, gets the last bite in this gingerbread saga which was directed by Sam Gainsborough of Blinkink for Wieden+Kennedy, Portland, Ore.
Gainsborough shared, “It was extremely fun to take the Clash characters and tackle how we could bring them to life in the world of baking. We developed as many visual gags as we could; drawing skeletons made of icing; goblins made of jelly, and pigs made of marshmallows. We then took these fun little ideas and stitched them together in a fast paced, escalating action sequence to try and create an over-the-top ride that was exciting to watch. The agency and client were trusting and open to collaboration–they let us enter their world and play around with the characters and put our spin on the film. I wanted to make a whacky and elaborate story while staying true to the game.”
CreditsClient Supercell/Clash Agency Wieden+Kennedy, Portland Eric Baldwin, executive creative director; Jarrod Higgins, Lawrence Melilli, creative directors; Britton Taylor, Indiane Matine, Katie Dyer, strategy; Heather Smith Harvey, Robert Saxon, Eddye Borgese, executive producers; Jessica Marquez, art director; Gus Solis, Tyler Archibald, copywriters; Kacey Klonsky, Evelyn Loomis, producers; Scott Meisse, Travis Barron, Taylor Geick, studio design. Production Company Blinkink Sam Gainsborough, director; Bart Yates, exec producer; Gareth Owen, producer; Ronnie McQuillan, DP; Sandy Liddle, production manager; Brin Frost, art director; Jamie Harris, editor; Mdhamiri Nkemi, animatic editor. VFX Pineapple VFX Kia Coates, VFX supervisor; Ed Smith, storyboard artist; Eva Luczkow, designer; Pablo Smerling, concept artist; Sam Le Page, 1st AD; Callum Toms, 2nd AD; Steve Warne, Anthony Farquhar-Smith, Eva Luczkow, animators; Andy Spradbery, rigger/puppet maintenance; Sculpt Double, puppet build; Anita Bruvere, modelmaker/home economist; Adeena Grubb, home economist; Sarah Crombie, Areeya Bass, Catherine Prowse, Yuki Honjo-Archer, modelmakers; Jane Galpin stylist; Jody Flanders, hair & makeup artist. Set Build Nan Studios Simon Davis, set build art director; Georgina Francis, set build stylist. Model Village Set Build Anarchy Ltd. Jason Szukalski, SFX supervisor/SFX technician; Neil Bristow, SFX supervisor; Laurent Durham, COVID supervisor; Trine Soreneson, CG artist; Helena Schulin, CG modeler; Rosie Ashforth, CG animator; Jordan Morton, CG rigger; Nelly Michenaud, illustrator. Model 3D Printers 3D Print Bureau. Color Electric Theatre Company Connor Coolbear, colorist; Lisa Hill, studio manager. Audio Mike Palmer, sound recordist. Music, Sound Design & Mix Barking Owl, Morgan Johnson, sound designer; Kelly Bayett, creative director; Ashley Benton, producer; Matt Keith, mixer.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More