Visual Effects

M&S | Percy’s First Christmas.

THE BRIEF

To showcase their delicious festive food and gifts, M&S wanted to sprinkle magic to their campaign this year by bringing the nation’s favourite pig to life for the first time ever. Percy Pig, a brand M&S continues to build ahead of his upcoming 30th birthday, needed market-leading animation and artists to make Percy’s First Christmas an ad to remember.

OUR APPROACH

Working closely with the brand team at M&S and Directors DOM&NIC,  our animation team got to work on a developing a story that would appeal to all audiences. Digging deep into Percy Pig’s personality drivers, ‘Percy’s First Christmas’ takes place inside one of the retailer’s stores at night, where the enchanted Pig and his friend Fairy are seen exploring the delights of the store through her magic. Percy, voiced by Tom Holland, is awakened in the dead of night by the magic of the Christmas fairy played by Dawn French, combining the artistic and technical elements of the film with British stardom.

THE RESULTS

An enchanted Christmas ad like no other that leaned on MPC’s legacy of crafting high-end visuals and characters for the linear screen. In the first week, Percy’s First Christmas was seen by 1.6m people on YouTube and was Campaign’s ‘Pick of the Week’.

Director
DOM&NIC
Client
M&S
Agency
Grey London
Production
Outsider
VFX
MPC
View full credits

+1.6M

Views on YouTube

No. 1

Pick Of The Week in Campaign

Featured

In Campaign, Metro, The Independent & PR Week

When M&S set the brief, Percy was going to be celebrating his 30th Birthday but he is experiencing the world for the first time, so we had to find a medium where he appealed to all audiences and develop a backstory. We had to think about how they would respond in the real world. Percy is energetic and excitable

David Bryan, Animation Director at MPC
Credits
Client team

Marks & Spencer

Head of Creative - Rich Robinson

Film Production Lead - Rachel Amess

Film Production Assistant - Charlotte Kirk

Food director - Gus Filgate @ Bite Collective

Marketing Director - Sharry Cramond

Head of Brand Comms - Robbie Black

Head of Advertising, Media & Sponsorship - Kate Ilott

Advertising & Brand Manager - Katie Hooper

Media Strategy Manager - Katy Allison

Percy Pig Brand Manager - Meagan Hempenstall

Design Lead - Barbara Yiapanis

Agency

Grey London

Copywriter and Art Director - Sam Haynes & John Gibson

Media Agency - Mindshare




Production

Outsider

Animation/live action directors - DOM&NIC

Animation/live action producer - John Madsen

Food director - Gus Filgate @ Bite Collective

Food producer - Alex Katz

Edit

Edit house (live action) - Final Cut

Editor (live action) - Ed Cheesman

Edit producer (live action) - Maggie McDermott

Edit house (food) - Marshall Street

Editor (food) - John Mayes

Post Production

MPC

Executive Producer - Ryan Hancocks

Animation Director - David Bryan

Senior Character Artist - Silvia Bartoli

VFX Coordinator - Jamie Hughes

VFX Supervisors - Guy Lubin, Andy Steele

Colourist - Matthieu Toullet

Audio

Clearcut Sound Studios

Sound engineer James Clark

Composer Charlie Smith

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