Tag Archives: creative review

Fast food made beautiful

TBWA\Paris has pulled off the impressive feat of making processed food look beautiful in its campaign for McDonald’s all-day breakfast menu in France.

The agency worked with 3D animator Matthieu Braccini on a series of gifs that show different elements of making the fast food chain’s famed Egg McMuffin.

 

Credits:
Agency: TBWA\PARIS
ECDs: Benjamin Marchal, Faustin Claverie
Creative Director: Maud Poilpré
Creative Lead: Nicolas Barrès
3D Illustrator: Matthieu Braccini
Sound: Adrobski

Meet Alan

As part of a brand refresh for healthcare company Alan, DesignStudio has created a fluffy digital mascot that’s designed to make people feel good.

The company currently offers health insurance in France, but has plans to expand across Europe. According to DesignStudio, the updated identity is meant to convey a warmer and friendlier personality that will stand out in the healthcare marketplace.The end result is well executed and certainly feels unexpected, but there’s a question mark around whether it’s all just a little bit too warm and fuzzy.

We are the NHS ad

The spot demonstrates the wide breadth of roles that come under the bracket of nursing, from mental health to district nursing to A&E and working with learning disabilities. The film does an excellent job of portraying the complexity of the nursing role today, caring for both the physical as well as emotional needs of patients.

Agency: MullenLowe
ECD: Mark Elwood
Creative Directors: Hugh Todd, Lovisa Silburn
Director: Billy Boyd Cape
Production Company: Academy

Teach First rebrand

The charity has ditched its “corporate” identity in favour of an all-encompassing rebrand that reflects its mission to create fair education for all.

The update was almost two years in the making, and required Teach First to “take a hard look at their brand”, says Johnson Banks. The charity wanted to move away from its previous style and embrace something bolder that would reflect its focus on tackling inequality and helping children reach their potential, while also conveying a “grittier, more direct tone of voice”.

The studio says the refreshed identity also needed communicate with a “bewildering array” of people, from graduates, teachers and headmasters to people considering changing career as well as government departments and corporate sponsors.

Let’s get talking again

A new ITV print campaign, created by Uncommon, continues a campaign that asks us all to tune back in – but to our own living rooms instead of the TV.

The ads remind readers of the value of stopping to check in on someone, ask how they are, and take a moment to have a chat – even if this means pausing the football to do so. It’s surprising to see a broadcaster encouraging viewers to take their eyes off the TV, but it’s all part of ITV’s Britain Get Talking initiative, which hopes to persuade people to communicate more and improve their mental wellbeing. It follows on from a series of TV adverts showing well-known ITV presenters offering a moment of quiet, in which viewers can turn to one another and chat instead.

Jake Newbury

Jake Newbury’s interests are broad, though it’s clear he’s naturally inclined towards underground scenes. Having recently graduated from the Design for Publishing course at Norwich University of the Arts – where he specialised in editorial design and illustration – the designer has created eye-catching spreads based on streetwear brands like Carhartt WIP and Stone Island, as well as experimental producer Aphex Twin.

Newbury’s penchant for distressed visuals comes through in these projects, but his wider portfolio demonstrates an eye for sleeker styles.

Phoebe McCughley

“Basically, it’s 25 frames per second and it’s a very insane way of doing things, really,” says Phoebe McCaughley of her painstakingly crafted animations. Working with scraps of fabric and leftover packaging – which she uses to build her characters – McCaughley has found an innate talent for recreating natural movement. She’s also shown a deft hand for dealing with the big topics such as motherhood and mental health, which she manages to explore with an element of light-heartedness.

Not only is her work charming and relatable, it’s a reminder of just how enjoyable stop motion can be, when it’s done right.

Naomi Anderson-Subryan

Naomi Anderson-Subryan would spend a year trying to make it as an actor and another four years working in retail before realising that her calling was in the art world. After doing an art foundation at Camberwell College of Arts she decided to stay on to do a degree in illustration.

What is immediately clear from looking through the illustrator’s work is that she doesn’t take herself too seriously. Her ceramics experiments are brilliantly bonkers, in particular the three-part ‘play’ she created for her degree show, where characters including a ceramic piggy bank, Siamese cat and cowboy on horseback took to the stage.

Hollie Fuller

“I’ve loved to draw for as long as I can remember, so it makes sense that I ended up falling into illustration,” says Hollie Fuller. She started out studying fine art and photography at A-Level and delved into a bit of everything while on a foundation course before returning to her main love when she joined the Illustration course at Leeds Arts University.

Fuller’s pastel-hued illustrations have a knack of transforming everyday acts, such as using public transport, into scenes that are full of character, and have so far earned her commissions from the likes of art gallery The Hepworth Wakefield.