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Penny

‘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.


CREDITS+

AGENCY

Serviceplan


CREATED BY

Glassworks Creative Studio





DIRECTORS

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


DESIGN

Art Direction & Character Design: Hugo Rodríguez Rodríguez


2D DEPARTMENT

Head of 2D: Kyle Obley

Compositing Artists: Alexis da Camara, Ruben Llusia

2D Assist: Leonardo Grassi


3D DEPARTMENT

Head of 3D: Rüdiger Kaltenhäuser

3D Lead: Darren Macpherson

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, Matthijs Joor


PRE-PRODUCTION & EDITORIAL

Storyboard: Guy Pérez

Editor: Ben Putland


COLOUR

Colourist: Scott Harris

Colour Assist: Luke Osborne


STUDIO

MCR: Andrew Kidd

Engineer / Pipeline: Shaun Laws


PRODUCTION

COO: Anya Kruzmetra

Executive Producer: Chris Kiser

Head of Production: Belen Palos

Producer: Rebecca Johnson

Post Coordinator: Katie Liston

Production Assistant: Patrick Armstrong