The Best Work You May Never See: MJZ Director Matthijs van Heijningen, W+K London, MPC Make Goat A Fashion Plate in TK Maxx Xmas Spot
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Robert Goldrich2242 views
Created by Wieden+Kennedy London and directed by Matthijs van Heijningen via production house MJZ, this TK Maxx Christmas ad will air in six European countries, having already made its TV debut in the U.K.
In the :30--for which MPC served as VFX hoouse--viewers are immediately greeted by campaign protagonist Lil’ Goat in the opening shot, her farmer owners (Susan and Gary) watching on as she struts across the snowy landscape to the beat, decked from head-to-toe in an enviably stylish designer outfit. When Susan questions Gary, “Did you buy the goat a designer outfit?” Gary, instead of conforming to the stoic farmer type, looks on tenderly with a tear in his eye and replies proudly, “Yes, she’s had such a hard year. She bloomin’ well deserves it if you ask me”.
The ad draws to a close with the jubilant goat sliding freely across the icy terrain, embodying the off-price retailer’s spirited and often humorous nature to deliver an important message--after the year we’ve had, everyone deserves to feel special this Christmas.
The infectious ad soundtrack--”The Game Remix”--is from Gabriel Garzon Montano, feat. Junglepussy, Seb remix. The :30 U.K. spot is voiced by British actor Bill Nighy.
Client TK Maxx Agency Wieden+Kennedy London tony Davidson, Iain Tait, executive creative directors; Hollie Walker, Cal Al-Jorani, creative directors; Francesca Van Haverbeke, Florence Deary, creatives; Michael Hines, Vincent Johnson, planners; Richard Adkins, producer. Production Company MJZ Matthijs van Heijningen, director; Dickie Jeffares, exec producer; Sara Nouman, producer; Molly Manning Walker, DP; Rachel Davis, fashion stylist; Jane Field, home interior stylist. Editorial Work Editorial Jono Griffith, editor; Ben Tomlin, exec producer. VFX Moving Picture Company Louise Unwin, VFX head of production; Carsten Keller, VFX creative director/head of CG; Kamen Markov, VFX supervisor; David Bryan, animation director; Philip Hambi, colorist.