Glassworks Amsterdam combines 3D characters and practical miniatures with a delicate cover of Elton John’s “Your Song” in this emotional spot, the centerpiece of a campaign for German discount supermarket chain Penny.

Penny - ‘Christmas Doesn’t Need Much'



Christmas Doesn’t Need Much, Only Love.

Glassworks Amsterdam pulled at the heartstrings of German TV audiences this Christmas with “Christmas Doesn’t Need Much. Only Love”, an advert for Penny Markt which shows that Christmas can still be a time of wonder for a mother and her son, even when times are hard financially.

The Glassworks Amsterdam team created a mixed media pipeline for Penny, by combining 3D characters and practical miniatures. The innovators at Glassworks developed a unique look and feel that fitted the tone of the piece, which was accompanied by a delicate cover of Elton John’s ‘Your Song’ by Josephine van Schaik.

The project timeline was approximately five months, with the miniatures (which had been created by Clockwork Frog Films) being shot over two weeks at Second Home Studios in Birmingham in the U.K.

ADCN Dutch Creativity Awards 2019

Craft: Animation


Animago Award 2019

Best Advertising Production

Advertiser: Penny
Agency: Serviceplan Group

Executive Creative Directors: Christoph Everke, Alexander Nagel
Creative Directors: Matthias Schuster, Moritz Dornig
Copywriter: Alessia Coschignano
Art Director: Rebecca Labiner

Glassworks Amsterdam

Directors: Hugo Rodriguez Rodriguez, Darren Macpherson, Rüdiger Kaltenhäuser

VFX Supervisors: Darren Macpherson, Rüdiger Kaltenhäuser
On Set Supervisors: Darren Macpherson, Rüdiger Kaltenhäuser, Kyle Obley
Art-director: Hugo Rodriguez Rodriguez

Lead 3D Artist: Darren Macpherson, Rüdiger Kaltenhäuser
Tracking And Cameras: Jef Fleurkens, Aaron Smith, Davide Uccellani
Modellers: Matias Zadicoff, Esteban Pedrozo, Jose Manul
Character Styling And Texture: Matias Zadicoff, Esteban Pedrozo
Rigging: Tiaan Franken, Callum Austin, Jef Fleurkens
Animators: Darren Macpherson, Rüdiger Kaltenhäuser, Alastair Hearsum, Glenn Ewan, Casey Chelchinskey, Callum Austin, Jef Fleurkens, Roman Hinkel, Jon Park
Animation Assist: Heidi Stohr, Hugo Perdiz, Zolna Minik
Lighting And Render: Darren Macpherson, Callum Austin, Jef Fleurkens, Rüdiger Kaltenhäuser
Particles Fx: Roman Hinkel

Lead 2D Artist: Kyle Obley
2D Artists: Hugo Rodriguez Rodriguez, Maxence Peillon, Alexander Pattinson, Duncan Malcolm
Matte Painter: Hugo Rodriguez Rodriguez

Storyboard Artists: Hugo Rodriguez Rodriguez, Callum Austin
Concept Artist: Hugo Rodriguez Rodriguez

Engineer / Pipeline: Shaun Laws
Data-wrangler: Andrew Kidd
MCR: Luke Osborne

Editor: Benjamin Putland

Colourist: Scott Harris

Chief Operating Officer: Anya Kruzmetra
Senior Producer: Ariella Amrami
Post Production Coordinator: Salt Ibraeva
Travel Coordinator: Frankie Modugno
Production Consultant: Lauren Becker
Bidding Consultant: Rick Naude

Second Home Studios

Shoot Producer / Motion Control Operator: Chris Randall
Director Of Photography: Sam Morris
Camera Operator / Dit: Luke Unsworth
Gaffer / Rigger: Ian Whittle
Studio Assistant / Prop Style Assistant: Amanda Haas

Clockwork Frog Films

Production Designer: Andy Farago
Carpenters / Fabricators: Steve Lafferty, Johnathan Lawrence, Simon Lipscombe
Specialist Model Makers: Alan Henry, Ruth Harrison, Paul Taylor, Sarah Right
Model / Prop Makers: Kat Simpson, David Riley, Abbie Skinner, Mark Heron, Steph Oakley
Soft Props / Fabrics: Lucy Sturley
Scenic Painter: Sara Watson


Vocalist: Josephine Van Schaik
Music Stylist: Jesper Gadeberg

M-sound Studios

Engineer: Robert Miller