Directed by UBIK and described as ‘eco-friendly stop frame’, Not to Scale has produced a new animated commercial for Proctor and Gamble
The Not to Scale directors created six 10-second environmentally friendly commercials for the FMCG giant, encouraging consumers to use products with less waste and packaging, saving energy and water.
Each commercial starts by presenting a range of Proctor and Gamble products set against brown recycled packaging paper. As the packs disappear they are replaced by a ring of gas flames that reduce down and are finally extinguished by a splash of water. The background scrunches up into a ball and as it unfolds again the Future Friendly logo is revealed.
All elements of the commercial were beautifully designed and hand crafted from a selection of Proctor and Gamble packaging and every item is animated under the camera using stop frame.
The commercial will be aired after Ariel commercials in 6 different European countries.
Production Company: Not To Scale
Producer: Lisa Hill
Agency: Grey London
Agency Producers: Mandy Saunders & Tom Pearce
Agency Creative: Gilles Montgomery
Stop Frame Animation: Mark Waring
Art Department: Andy Gent
DOP: Simon Paul
Compositor: Chris Garvin – Not To Scale
Voice Over: Samantha Bond
Audio Post: Scramble