A slight change to the format of the Case Study this month as I have included the storyboard; this is because it’s a classic example of storyboard interpretation without deviation or alteration. The main priority was to ensure that the commercial maximised the brand logo and core identity and the brief was to ensure categorically, that this directive was followed to the letter. Such was the success of this strategy, sales increased by 200% after just two weeks on air.
It was a deceptively straightforward script that harboured a potential nightmare. The main thrust of the commercial was to re-create the set on the pack and get a cat – a cat identical to the one on the pack – to sit contentedly on the back of the sofa in exactly the same position. We found just the right cat only to learn that the cat on the pack was a composite of separate cat elements, so we weren’t entirely sure if such a pose was possible. But with patience we did it – in time and in budget - with a lot of the credit going to Rupert the cat, his dedicated owner and wafer thin slithers of ham. Far from being a nightmare, it turned into a dream of a shoot.
I like cats. Like me they don’t hurry, or get stressed or like a lot of unnecessary fuss. We knew it could be a long day…or maybe a short one… we simply didn’t know so we just got on with it.
Rupert was the same, he was cool too and once he’d got the hang of it he posed beautifully over and over again. It was all about attention to detail. But relaxed, just how we like it.
We have appreciated your collective expertise, professionalism and patience throughout this project. You brought the storyboard to life superbly, and the resulting ad looks terrific.
Commercials Unlimited your a pleasure to work with.
Rob Young., Creative Director
Olli cat food
Simon is a highly-skilled director in the specialized areas of animation, CGI and SFX.