Sunday, April 21, 2019
You are here:

The Best Work You May Never See: Smith & Foulkes Direct McVitie's "Crane" For Grey London

By

Robert Goldrich
Tuesday, Mar. 13, 2018

1808 views

Log in or register now!

Smith & Foulkes of Nexus Studios, London, directed this McVitie’s :60 titled “Crane” for Grey London.

The spot shows the operator of a tower crane diligently going about his work, isolated way above ground. Below him, he can see his colleagues enjoying the camaraderie of a tea break, complete with McVitie’s biscuits. He waves, but is not seen. As the day wears on, the operator becomes gloomier, craving some company – even if it’s only from passing birds. When he is convinced that everyone’s forgotten about him he gets a surprise – the steel beam he has lifted has been loaded with a cup of tea and some McVitie’s biscuits. He looks down and sees his colleagues waving and smiling at him and his mood instantly lifts.

“Sometimes the little things are actually the really big things,” the voiceover relates. The ad finishes with the tagline “McVitie’s. Sweeter Together.”

“Crane” is running on national TV in the U.K. and Ireland.

Nick Rowland, creative director at Grey London, said: “The humble biscuit isn’t going to change the world, but sharing them creates moments that can bring people closer. This is something that matters more to us now than ever and is why these stories of togetherness feel universal to us.”

Credits

Client McVitie’s Agency Grey London Nick Rowland, Lex Down, creative directors; Thomas Worthington, Greg Ormrod, copywriters/art directors; Marcus Eley, James Plaxton, producers; Beth Sykes, creative producer. Production Nexus Studios, London Smith & Foulkes, director; Chris O’Reilly, Tracey Cooper, exec producers; Maiwenn Le Borgne, Derek Walsh, production managers; Callum Strachan, art director; Florian Casper, CG supervisor; Dominic Griffiths, animator; Cecille Carre, Joao Pedro Sustelo, designers; David Slade, editor. (Toolbox: Maya, Houdini, Carbon Cloth, Yeti Fur, modo, Photoshop, Nuke, After Effects, Premiere). Music Soundtree Peter Raeburn, composer

Category of ScreenWork: 

560x349

<iframe width="560" height="349" src="https://www.shootonline.com/embed/75507/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://www.shootonline.com/embed/75507/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://www.shootonline.com/embed/75507/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://www.shootonline.com/embed/75507/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Sunday, Apr. 21, 2019

"The Curse of La Llorona" brought good fortune at the box office. The...

Friday, Apr. 19, 2019

Cinematographer Thomas Yatsko and production designer Anastasia Masaro...

Friday, Apr. 19, 2019

Los Angeles-based production company Eskimo has signed award-winning...

Friday, Apr. 19, 2019

The Peabody board of jurors revealed nine Entertainment and a Children’s...

Thursday, Apr. 18, 2019

New York Governor Andrew M. Cuomo has announced that Netflix will expand...

Thursday, Apr. 18, 2019

The six-part HBO documentary series On Tour With Asperger’s Are Us makes...

Recent SPW Releases

Thursday, Apr. 18, 2019

Members of the Art Directors Guild (ADG, IATSE Local 800) on Saturday re-...

Wednesday, Apr. 17, 2019

Netflix released Homecoming: A Film by Beyoncé , which presents an...

Wednesday, Apr. 17, 2019

Gregory JM Kasunich joins the southeastern based production company, The...

Tuesday, Apr. 16, 2019

The Art Directors Guild (ADG, IATSE Local 800) announced today that their...

Tuesday, Apr. 16, 2019

AICP today released the Shortlist for the 2019 AICP Post Awards, which...

Tuesday, Apr. 16, 2019

As part of the ongoing expansion of its sound resources, Sony Pictures...

MySHOOT Profiles


Director

Director

Producer

MySHOOT Company Profiles

Top