Made.com

Posted on 15/07/2020 by Ed Arthur

Commercial, VFX

Made.com

The Brief

Entice their online customers to spend just a little bit more to receive a limited addition celebration Tea Towel, We needed to clearly exhibit the designs and be humorous in order to engage

The Idea

We delved deep into the bonkers section of our brains and devised a very silly scenario where a host demonstrates the unlimited potential of a tea towel. Their versatility extends way beyond drying the dishes. We filmed in an open to customers showroom during working hours. This hugely expanded their production value and reduced our prop requirements.

The Result

An hilariously ridiculous film that is more than just silly. The filming is technically accomplished and the edit is perfectly timed. The music leaves you singing tea towel after the film. Has finished and entices you in for a second viewing.

WWF and Wired – Hunting The Poachers

Posted on 15/07/2020 by Ed Arthur

Commercial, VFX

Made.com

The Brief

Simply a dream brief. Go to the Masai Mara and make a short documentary that showcases how improved thermal technology by FLIR has been aiding the Rangers in capturing poachers.

The Idea

Prior to the shoot neither client knew what type of access the Rangers would grant us. On arrival we decided to shoot the film during the blue light of early morning and dusk. This gave our film an original look not often associated with Africa. We decided to make an art documentary. Something beautiful, ominous and informative.

The Result

We are delighted with outcome of this film. Its was nominated and received several awards. Wired use the film as an example of the standard they want across their platform.

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Max’s Sandwich Shop – Small Sandwiches

Posted on 15/07/2020 by Ed Arthur

Commercial, VFX

Made.com

The Brief

Irreverent sandwich entrepreneur and food personality, Max Halley, approached ODLY prior to the launch of his cookbook, Max’s Sandwich Book. He wanted a fun film that was shareable and reflected his own cheeky personality and voice online across his popular social channels.

The Idea

With Max not afraid to pull any punches we created an online film based on the Japanese Tiny Food craze. A gentle but precise narrative, executed by the man himself, pertains to be creating the world smallest sandwich until the shocking finale that shows what Max really thinks of small portions!

Piggybacking an existing online trend maximised the potential of “stumble across” for people searching for Tiny Food films. That, coupled with the shock ending, was designed to increase the chance of interactions online and sharing of the post.

The Result

Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. The arrangement of type involves selecting typefaces, point size, line length, line-spacing (leading), letter-spacing (tracking), and adjusting the space within letters pairs (kerning).

" I can't believe how well Odelay understood my brand. When I watch the Tiny Food Film back I still laugh out loud every time, it's actually funny. My perosnal M.O. has always been that 'it takes a lot of effort to look that relaxed' and Odelay play the game the same. We ended up with something perfect, shot, edited and delivered in three days. At a glance the film is joyful and silly, wistful and funny, but really, it is a fantastically executed, brilliantly put together, work of bloody art. Just watch it, you'll see what I mean. "

4th Estate – This Is Where We Live

Posted on 15/07/2020 by Ed Arthur

Commercial, VFX

Made.com

The Brief

We were approached by Harper Collins imprint, 4th Estate, to make a film celebrating their 25th year. They wanted something uplifting, personable and that highlighted the huge number of successes and books sold during their time. They wanted a film that could not only be used as a marketing piece, but that would engage existing readers and instil a sense of pride in what had been achieved. This had to be achieved in a short turnaround of three weeks from the initial approach, with the upcoming anniversary as the deadline. In the client’s words “James B quote”

The Idea

The team put together an idea animating the streets and famous places of London in paper cut animation. We had access to as many books as needed and felt by animating the city using actual prints we could highlight 4th Estates amazing back catalogue in a subtle but powerful way; making their output the very fabric of their home city. We wanted the city to bustle and buzz with life and had the idea to put small “easter eggs” into the scenes referencing plot points in the books to engage readers and staff alike. Director, Ben Falk highlights the challenge “ben quote”

The Result

The film gained rapid recognition worldwide. It was shared virally, tweeted and re-posted by authors, their fans and even Kanye West. This let to a film that, to date, has been viewed over 2M times across all channels. It was played in board meetings, seminars and across 4th Estates celebrations. Finally, it gained critical acclaim, featuring in Creative Review, being played at TED Vancouver and the Annecy animation festival. Finally winning multiple awards, including a silver Hugo at the Chicago International Film festival and best commercial animation at the British Animation Awards.

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WWF – Heroes of The UAE

Posted on 15/07/2020 by Ed Arthur

Commercial, VFX

Made.com

The Brief

After previous animated successes, we were approached to make a film in a similar style for the WWF in the UAE. They wanted a creative to highlight the problem and extent of the waste and environmental impact across the region and a film that increased awareness of that issue and asked Emiratis to consider their “Carbon Footprint” displaying these concepts with easy to understand visuals.

The Idea

We put together an idea based on paper animation, reinforcing the recycling and low carbon message in the medium of the actual animation. Using a very human and connective animation style, the team wove the story of increased consumption and the difference that individual choices can make. Using innovative animation techniques and devices we kept viewer interest as we told the story.

The Result

The film gained recognition worldwide, winning Gold at Dubai Lynx advertising festival, but more importantly, it formed the communication core of the Heroes of the UAE campaign. Playing in schools, public spaces and fairs across the country, it had a real influence on the education of a generation of Emiratis as to their impact on the planet and how they could make a difference in reducing that impact.