Sainsbury's 'Magic'

An all CG affair! To keep something of the hand crafted feel of our previous Sainsburys commercials in the campaign, we had a miniatures team construct small sections of the sets we'd designed and artwork all the finer details and textures on wooden sample panels. These could then be photographed and applied to the CG build. This helped to tie the campaign together whilst adding a high-end CG finish in a way that gave us more creative control; hand-crafting the textures enabled us to get the look we wanted in a tactile format before committing them to their computer-generated counterparts.