“The mix of 3D and 2D animation by Glassworks Amsterdam with a soulful cover of Bob Marley’s “Three Little Birds” from singer/songwriter Frances, keep the emotions warm and stirring in this holiday work for giant German retailer PENNY.
Darren Macpherson, director/3D lead at Glassworks: “In a year when the world seemed so fractured and disjointed, with teams physically distanced and everyone pulled in multiple directions, going into a project of this scale was daunting. “It’s a testament to the fact that creativity shines in some of the most challenging situations, especially when working with a group that is dedicated to constantly pushing, honing, and crafting this campaign.”
The amount of non existing crazy concepts that had to be designed and working, makes this stand out beyond the usual VFX jobs. It’s clear that without a great VFX department, ideas or concepts like this cannot exist. The restrictions of reality cannot stop a great idea anymore thanks to good VFX. 7 Years in 7 Seconds shows us a truly wide range of techniques. Dozens of simulations, integration with live action and above all creating and designing idea’s that do not exist yet. So many variables that need to align to make this work. A true team effort and proof of the value of a great VFX company doing what they do best.”
“Glassworks Amsterdam combines 3D characters and practical miniatures with a delicate cover of Elton John’s “Your Song” in this emotional spot, the centerpiece of a campaign for German discount supermarket chain Penny.”
“Produced and directed by Am I Collective, the CG aspect of the spot was executed by Lung Animation and directed by Darren Macpherson. Because of the technical nature of the project — and its relatively short timeline of four months form start to finish — Darren was involved from pitch through production, giving him a unique perspective on the project.
We asked him for a little more detail about his role.”
