Linda McCartney Foods’ new range of chilled meat free products was launched with a campaign created in close collaboration with the McCartney family. Campaign’s ad features the McCartney family in animated form, was directed by Jordan Bruner (Strange Beast) and produced by Passion Pictures NYC/Strange Beast NYC.
The commercial was devised by writer and creative director Simon Aboud, singer/songwriter Elvis Costello provides the voice over track and the music is a new recording of Paul McCartney’s “Home in the Heart of the Country”.
The McCartney family were looking to create a spot that was edgy, fresh and memorable (…) I’m typically drawn to surreal 2D and collage animation, and it seemed like a great way to showcase Linda’s personality and outlook on life. Linda McCartney Foods launches new animated campaign produced by Passion Pictures NYC/Strange Beast NYC. I wanted the journey through the animation to be fluid and dream-like, so we had a lot of fun using watercolor transitions to carry us through the spot.
Jordan and Pete Candeland worked with each member of the McCartney family to design a character that would represent them in the animation.
The animated film is part of a national #lovelinda campaign which launches the new product and also remembers Linda’s life and the great influence she had in getting people to eat less meat. Earlier this month a version of the spot without the voice over and pack shot was released on Paul McCartney’s website to generate an online buzz. In addition to the commercial campaign, a making-of documentary will be hosted on YouTube on 28th January.
The animation transports viewers into a fairy-tale world where characters including Linda herself, Horse Boy, Napoleon Dog and Ballerina Cat join the McCartney family in a musical fanfare that culminates with a meat free woodland feast. The spot was produced with a team of around 20 designers, animators, and compositors.
Agency: Hain Daniels Group
Writer/Creative Director: Simon Aboud
Music: “Heart of the Country” written + performed by Paul McCartney
Voice Over: Elvis Costello
Production Company: Passion Pictures NYC/ Strange Beast NYC
Director: Jordan Bruner
Creative Director Pete Candeland
Producer: Angela Foster
Exec Producer: Belinda Blacklock
Lead Designer: Kim Dulaney
Additional Designers: Jordan Bruner, Stephanie Davidson, Cat Johnston,
Erin Althea, Stephanie Davidson, Gordon Waltho
Animation: Jordan Bruner, Lizzie Akana, Blake Patrick, Greg
Lytle, Dennis Moran, Chris Cookson, Leah Shore
Lead Compositor/Editor: Lee Gingold
Compositor: Eric Epstein
CG Product Artist: Ed Manning
Final Grade: Absolute Post