It is only too easy to understand these days how discouraging reality can be, especially when it clips the wings of your fantasy. This year’s Christmas campaign from Penny Market shows us how important it is to fight back, even in bleak times, and to keep on dreaming of a better world.

Penny - Imagine

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Imagine

It is only too easy to understand these days how discouraging reality can be, especially when it clips the wings of your fantasy. This year’s Christmas campaign from Penny Market shows us how important it is to fight back, even in bleak times, and to keep on dreaming of a better world. As our hero in the story is repeatedly asked to “Imagine if everyone did that?!,” we transcend reality and are inspired to consider the impact of our actions on those around us.

Glassworks Creative Studio is delighted to have partnered with Serviceplan to direct another heartwarming holiday film for Penny. The German supermarket works with the Red Cross to provide support to those in need through the sale of their seasonal chocolate figurines, an important mission that takes the story out of the imaginary world to make a difference directly with local homeless communities during the holidays.

The CGI production was developed by the Glassworks Amsterdam team in a primarily remote setup, with support from artists and producers across the group’s London and Barcelona studios. It was a pleasure to reunite with the agency and Penny once again and a testament to the passion and vision of a talented team working together across multiple locations to deliver a unique story with a timeless message of caring for others.

Client
Penny

Agency
Serviceplan

Created by
Glassworks Creative Studio

Directors
Rüdiger Kaltenhäuser, Darren Macpherson, Kyle Obley, Hugo Rodríguez Rodríguez

Art Direction & Character Design
Hugo Rodríguez Rodríguez

Head of 2D
Kyle Obley

Compositing Artists
Alexis da Camara, Ruben Llusia

2D Assist
Leonardo Grassi

Head of 3D
Rüdiger Kaltenhäuser

3D Lead
Darren Macpherson

3D Artists

Modelling
Abner Marin, Kornel Makarovicz, Līna Ozoliņa, Vladimir Venkov, Clara Simoné

Rigging
Dan Barker, Huhaa Studios

Animation
Callum Austin, Roberto Pita, Luis Trebino, Norbert Kiehne, Andre De Villers

FX
Marco Rossi

Look development
Jef Fleurkens, Matthjis Joor

Colourist
Scott Harris

Colour Assist
Luke Osborne

MCR
Andrew Kidd

Engineer / Pipeline
Shaun Laws

Editor
Ben Putland

Storyboard
Guy Pérez

COO
Anya Kruzmetra

Executive Producer
Chris Kiser

Head of Production
Belen Palos

Producer
Rebecca Johnson

Post Coordinator
Katie Liston

Production Assistant
Patrick Armstrong