The Best Work You May Never See: Aardman Animations, London Agency krow Take "Proud Journey" For DFS


Robert Goldrich
Tuesday, Jul. 23, 2019


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This summer, DFS is celebrating 50 years of bringing the joy of comfort to the nation thanks to its high-quality, handcrafted sofas.

A new campaign by London agency krow highlights the fact that comfort is as important to DFS as it’s always been, because a sofa is more than just a piece of furniture – it’s a place where home life happens.

Aardman Animations’ new TV brand film, “Proud Journey,” follows the different stages of a sofa’s journey. It’s an upbeat story showing a sofa from design through to production and on to testing, before finally being delivered to a customer’s home.

The spot ends with everyone enjoying their sofas – where bouncing, cooing and cuddling are made possible thanks to DFS’ attention to detail on every single sofa it produces.

Darryl George, creative director at krow, said, “We’re helping DFS celebrate 50 years of craft and customer service with a campaign that has their colleagues and customers at the heart of it. Once again, we’ve worked with Aardman animations to bring the brand’s story to life in the most charming way possible.”


Client DFS Agency krow, London Jon Mitchell, Darryl George, creative directors; Emma Rookledge, producer. Production/Animation Aardman Animations, Bristol, U.K. Magda Osinska, director; Steve Harding-Hill, creative director; Steph Owen, Nick Miller, producers; Mindell Bowen, production mgr; Tom Fox, designer & storyboard artist; Georgina Ellison, Jack Slade, modelmakers; Roxannah Linklater, rigger; Darren Thomson, Adam Watts, animators; Jon Biggins, compositor & colorist; Fernando Lechuga, Vlad Iliescu, compositors; Dan Pask, editor. (Toolbox: Dragon, Nuke, Resolve)

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