LONDON, UK - MAY 22, 2009 -- Innovative soft drinks company, The Feel Good
Drinks Company, recently commissioned Loose Moose to turn a stop-frame
animation created for them by one of their consumers into a national TV
campaign. To see the spot, and 'making of' film, go here
http://www.youtube.com/user/LooseMooseProds
De Montfort final year graphics student, Debbie Hulme, first
came to the drinks company's attention, when she submitted a
short stop-frame animation for the brand as part of the YCN
(Youth Creative Network) creative awards program last year.
In response to the brief of 'spreading feelgoodness', Debbie's
animation featured loveable little plasticine gnomes, who
discover 'feelgoodness' in bottles of Feel Good Drinks. The
Gnomes proved such an instant hit with the company and
consumers, the brand decided to feature them in their
upcoming TV campaign.
Drinks Company, recently commissioned Loose Moose to turn a stop-frame
animation created for them by one of their consumers into a national TV
campaign. To see the spot, and 'making of' film, go here
http://www.youtube.com/user/LooseMooseProds
De Montfort final year graphics student, Debbie Hulme, first
came to the drinks company's attention, when she submitted a
short stop-frame animation for the brand as part of the YCN
(Youth Creative Network) creative awards program last year.
In response to the brief of 'spreading feelgoodness', Debbie's
animation featured loveable little plasticine gnomes, who
discover 'feelgoodness' in bottles of Feel Good Drinks. The
Gnomes proved such an instant hit with the company and
consumers, the brand decided to feature them in their
upcoming TV campaign.
Libby Wybrow, Marketing Manager for Feel Good Drinks comments "The first
time we saw Debbie's
idea we knew it had bags of potential. The end result is an
utterly unique commercial that I hope will raise awareness of
our brand and raise a few smiles too."
The opportunity has proven to be a 'once in a lifetime'
experience for Debbie who was invited to act as creative
consultant on the project, working alongside the Feel Good
Drinks team and Loose Moose to create the 30 second commercial.
Loose Moose acted as both agency and production company by developing
Debbie's concept and
characters, increasing production values for broadcast
television. Their brief was to 'retain the charm and
simplicity of Debbie's original characters and idea, but
develop a story that communicated all the good stuff
that goes into every bottle of Feel Good Drinks in a
way that would make people smile'.
The process started with Glenn Holberton (Executive
Producer) & Pete Williamson (Loose Moose's Head of
Art) working on ideas for how the Gnomes could
create a bottle of Feel Good Drink. Of the brief Glenn
said - "We wanted to show them doing something
charming with a comedy / slap stick feel"
They built on the slap stick idea by giving the Gnomes more defined
personalities - two more experienced characters working with the young
rookie, loosely inspired by acts like the Marx
Brothers.
Pete took Debbie's designs and tried to convey this by making the rookie
stand out with his red hat
while the older Gnomes wear similar more muted colours.
"Debbie's characters had a slight 70s feel to them. We bore that in mind. I
think the design work
has got a hint of Magic Roundabout and the old Paddington Bear stuff which
just had a really
clean, simple white backgrounds, so all the focus remains on the main
characters."
Loose Moose asked BAFTA-nominated animator Will Becher to be animation
director on the
project. Will was the perfect choice for the Feel Good commercial with
plenty of experience with
animating plasticine after working as a freelance animator at Aardman for
several years.
Will constructed the puppets from Pete's designs using a combination of
Modela and Fimo. The
different materials were used because of their varying hardness properties.
The gnome's heads, cuffs
and shoes were made out of the more solid Fimo with areas that needed to
bend covered with the
more flexible Modela, making it possible to animate the characters without
the colours of their
clothes running into each other.
Throughout the process, Debbie has gained invaluable experience for someone
at the start of her
own creative career, including learning directly from Will.
Debbie Hulme said of her opportunity: "To have my creative featured in a
national TV campaign is
unbelievable! It's an awesome addition to my CV, plus getting to work with
Will Becher and Loose
Moose has been loads of fun and a great learning experience."
Will himself knows how important experience like this can be. It was Loose
Moose who gave him his
first introduction to professional animation when he visited a Peperami
shoot back in 1994.
"Loose Moose gave me my first opportunity to visit a studio at the tender
age of 14. I remember
walking into the studio for the first time and being breathtaken by the
vision and atmosphere. At
that time I was an aspiring animator so it was a great privilege to sit and
observe their animators
at work. I learned a lot and realised the potential for animation to be a
career rather than a
hobby." Now Will has become the animator mentor.
However, it's not just in the creative elements of this campaign that Feel
Good Drinks is employing
an innovative approach.
Ahead of broadcasting the campaign on national TV this summer, Feel Good
Drinks has teamed
up with digital multi-channel TV service Freewire and dedicated online
channel Student TV, to
seed the campaign and create online awareness and engagement first, with a
targeted student
audience.
Launching next week, the first stage of this innovative media strategy, will
be delivered via the
Student TV channel, which is broadcast to over 160k students nationwide
online via halls of
residences and student unions. To drive awareness of the creative campaign,
Feel Good Drinks has
worked with Freewire to integrate especially created content into Student TV
programming,
including exclusive interviews with Debbie and a 'Making Of' film, also
produced by Loose Moose.
This gave yet another young creative at the beginning of their career to
shine. Tommy Nagle - a
Glasgow School of Art graduate, had only just contacted Loose Moose with his
show reel a few
months previously. They loved his documentary work and asked him if he would
help them put the
film together.
This Student TV channel activity will then be followed by a 4 week exclusive
TV broadcast of the
commercial on both the student channel, as well as an upweight of activity
on channel 4 via
Freewire's innovative Project 4 advertising platform, all of which is set to
drive considerable WOM
and online engagement ahead of the national media campaign.
"The story behind our campaign is completely relevant to students, the
student audience is at the
heart of our core consumer group and students are the type of consumers most
likely to engage
with the campaign online." says Libby. "This activity gives us a great
opportunity to create
awareness and engage with our drinkers in a richer, integrated, more feel
good way."
-Ends-
Notes to editors:
Full Production Credits
Production Company: Loose Moose Productions Ltd
Directors: Will Becher / Glenn Holberton / Pete Williamson
Animation Director: Will Becher
Animator: Ange Palethorpe
Director of Photography: Malcolm Hadley
Executive Producer: Glenn Holberton
Producer: Emma Burch
Assistant Production: Lucy Braithwaite
CG Animators: Dave Loh
Model Maker: Paula Gorrie @ Artem
Music: 'Silent Rag 3' - Steve Shapiro / Squeedle Publishing
Post production: Bruce Hancock
'Making Of' Directed,
Filmed and Edited by: Tommy Nagle
About The Feel Good Drinks Company
Founded by three friends who had all worked together at Coca Cola; Dave
Wallwork, Chris Wright
and Steve Cooper created the company with the simple aim of making gorgeous
tasting, healthy,
soft drinks and to have fun while doing it. Feel Good Drinks are made with
natural fruity goodness
and absolutely no added sugar or artificial 'nasties'. There are 2 gorgeous
single serve ranges
available; Feel Good Still Juice Drinks, available in mouth-watering Orange
& Mango, Apple &
Blueberry and Cloudy Lemon & Feel Good Sparkling Juice Drinks; in refreshing
Cranberry & Lime,
Orange & Passionfruit and Cloudy Lemon.
Feel Good by name and Feel Good by nature, the company's ambition is to
spread 'feelgoodness'
throughout everything it does. Whether that's developing a brand new range
of drinks, packed full
of good stuff; making drinkers smile or giving each team member 5 extra
'feelgoodness' days off
each year, to help out a charity that means something to them!
Feel Good Drinks are stocked in 20,000 outlets in the UK including all the
major multiples, high
street chains, independents, food service and forecourts. Globally, Feel
Good Drinks can be found in
no less than 12 countries including USA, Hong Kong, Finland, France,
Holland, Sweden, Denmark,
Greece, Norway, Ireland and Saudi Arabia - and this number is growing all
the time!
Enjoy some feelgoodness at www.feelgooddrinks.co.uk
About Debbie Hulme
Debbie's original Feel Good Gnome animations were created using a hand-held
digital camera and
the standard windows Movie Maker package that's included with Window's
software.
The animation immediately grabbed the attention of the team at Feel Good
Drinks, by putting a
smile on their faces. You can watch it at www.feelgooddrinks.co.uk
Debbie is due to graduate in Graphics from de Montford University this
summer, following which
she will be spending 2 weeks work experience with Feel Good Drinks, before
hopefully securing a
permanent creative agency role.
Loose Moose Productions
In 1994, Glenn Holberton started Loose Moose Ltd with BAFTA award-winning
director Ken Lidster.
Ange Palethorpe soon joined the team and completed the directing roster.
Together they
established themselves as a specialist stop-motion animation company.
Throughout the '90s and noughties, amongst many other commercials in the UK
they produced the
award winning and much loved 'Peperami' campaign along with 'Monster Munch'
and the 'Windy
Miller / Quaker Oats' campaign, including the controversial "Uncle Guber"
naturist spot!
Worldwide they originated the well-known Mr Energizer battery character and
campaign, and in
the USA they produced the acclaimed celebrity based
Pepsi-Lipton BRISK campaign featuring Sinatra, Stallone, Bruce Lee, Elvis
and James Brown. Other
North American campaigns originated at Loose Moose include the highly
successful Chips Ahoy!
and Kellogg's Apple Jacks campaigns.
The Loose Moose Ltd team produced two award-winning shorts 'Interrogating
Ernie' written and
directed by Ken Lidster and 'Thunder Pig' directed by Ange Palethorpe. They
are also developing a
third short, 'Being Bradford Dillman' written and directed by Loose Moosers
- Emma Burch and
Pete Williamson, soon to go in to production.
Glenn relaunched the company as Loose Moose Productions Ltd in September
2008 when Ken
Lidster relocated to America. Glenn added to the original team and built on
the strengths of the
existing company by forging links with a variety of new directing and
designing talents.
Loose Moose Productions continue to produce commercials, short films, promos
and idents, using
traditional 2D / stop-motion / CGI animation, puppetry and mixed media
techniques along with
live action and comedy.
time we saw Debbie's
idea we knew it had bags of potential. The end result is an
utterly unique commercial that I hope will raise awareness of
our brand and raise a few smiles too."
The opportunity has proven to be a 'once in a lifetime'
experience for Debbie who was invited to act as creative
consultant on the project, working alongside the Feel Good
Drinks team and Loose Moose to create the 30 second commercial.
Loose Moose acted as both agency and production company by developing
Debbie's concept and
characters, increasing production values for broadcast
television. Their brief was to 'retain the charm and
simplicity of Debbie's original characters and idea, but
develop a story that communicated all the good stuff
that goes into every bottle of Feel Good Drinks in a
way that would make people smile'.
The process started with Glenn Holberton (Executive
Producer) & Pete Williamson (Loose Moose's Head of
Art) working on ideas for how the Gnomes could
create a bottle of Feel Good Drink. Of the brief Glenn
said - "We wanted to show them doing something
charming with a comedy / slap stick feel"
They built on the slap stick idea by giving the Gnomes more defined
personalities - two more experienced characters working with the young
rookie, loosely inspired by acts like the Marx
Brothers.
Pete took Debbie's designs and tried to convey this by making the rookie
stand out with his red hat
while the older Gnomes wear similar more muted colours.
"Debbie's characters had a slight 70s feel to them. We bore that in mind. I
think the design work
has got a hint of Magic Roundabout and the old Paddington Bear stuff which
just had a really
clean, simple white backgrounds, so all the focus remains on the main
characters."
Loose Moose asked BAFTA-nominated animator Will Becher to be animation
director on the
project. Will was the perfect choice for the Feel Good commercial with
plenty of experience with
animating plasticine after working as a freelance animator at Aardman for
several years.
Will constructed the puppets from Pete's designs using a combination of
Modela and Fimo. The
different materials were used because of their varying hardness properties.
The gnome's heads, cuffs
and shoes were made out of the more solid Fimo with areas that needed to
bend covered with the
more flexible Modela, making it possible to animate the characters without
the colours of their
clothes running into each other.
Throughout the process, Debbie has gained invaluable experience for someone
at the start of her
own creative career, including learning directly from Will.
Debbie Hulme said of her opportunity: "To have my creative featured in a
national TV campaign is
unbelievable! It's an awesome addition to my CV, plus getting to work with
Will Becher and Loose
Moose has been loads of fun and a great learning experience."
Will himself knows how important experience like this can be. It was Loose
Moose who gave him his
first introduction to professional animation when he visited a Peperami
shoot back in 1994.
"Loose Moose gave me my first opportunity to visit a studio at the tender
age of 14. I remember
walking into the studio for the first time and being breathtaken by the
vision and atmosphere. At
that time I was an aspiring animator so it was a great privilege to sit and
observe their animators
at work. I learned a lot and realised the potential for animation to be a
career rather than a
hobby." Now Will has become the animator mentor.
However, it's not just in the creative elements of this campaign that Feel
Good Drinks is employing
an innovative approach.
Ahead of broadcasting the campaign on national TV this summer, Feel Good
Drinks has teamed
up with digital multi-channel TV service Freewire and dedicated online
channel Student TV, to
seed the campaign and create online awareness and engagement first, with a
targeted student
audience.
Launching next week, the first stage of this innovative media strategy, will
be delivered via the
Student TV channel, which is broadcast to over 160k students nationwide
online via halls of
residences and student unions. To drive awareness of the creative campaign,
Feel Good Drinks has
worked with Freewire to integrate especially created content into Student TV
programming,
including exclusive interviews with Debbie and a 'Making Of' film, also
produced by Loose Moose.
This gave yet another young creative at the beginning of their career to
shine. Tommy Nagle - a
Glasgow School of Art graduate, had only just contacted Loose Moose with his
show reel a few
months previously. They loved his documentary work and asked him if he would
help them put the
film together.
This Student TV channel activity will then be followed by a 4 week exclusive
TV broadcast of the
commercial on both the student channel, as well as an upweight of activity
on channel 4 via
Freewire's innovative Project 4 advertising platform, all of which is set to
drive considerable WOM
and online engagement ahead of the national media campaign.
"The story behind our campaign is completely relevant to students, the
student audience is at the
heart of our core consumer group and students are the type of consumers most
likely to engage
with the campaign online." says Libby. "This activity gives us a great
opportunity to create
awareness and engage with our drinkers in a richer, integrated, more feel
good way."
-Ends-
Notes to editors:
Full Production Credits
Production Company: Loose Moose Productions Ltd
Directors: Will Becher / Glenn Holberton / Pete Williamson
Animation Director: Will Becher
Animator: Ange Palethorpe
Director of Photography: Malcolm Hadley
Executive Producer: Glenn Holberton
Producer: Emma Burch
Assistant Production: Lucy Braithwaite
CG Animators: Dave Loh
Model Maker: Paula Gorrie @ Artem
Music: 'Silent Rag 3' - Steve Shapiro / Squeedle Publishing
Post production: Bruce Hancock
'Making Of' Directed,
Filmed and Edited by: Tommy Nagle
About The Feel Good Drinks Company
Founded by three friends who had all worked together at Coca Cola; Dave
Wallwork, Chris Wright
and Steve Cooper created the company with the simple aim of making gorgeous
tasting, healthy,
soft drinks and to have fun while doing it. Feel Good Drinks are made with
natural fruity goodness
and absolutely no added sugar or artificial 'nasties'. There are 2 gorgeous
single serve ranges
available; Feel Good Still Juice Drinks, available in mouth-watering Orange
& Mango, Apple &
Blueberry and Cloudy Lemon & Feel Good Sparkling Juice Drinks; in refreshing
Cranberry & Lime,
Orange & Passionfruit and Cloudy Lemon.
Feel Good by name and Feel Good by nature, the company's ambition is to
spread 'feelgoodness'
throughout everything it does. Whether that's developing a brand new range
of drinks, packed full
of good stuff; making drinkers smile or giving each team member 5 extra
'feelgoodness' days off
each year, to help out a charity that means something to them!
Feel Good Drinks are stocked in 20,000 outlets in the UK including all the
major multiples, high
street chains, independents, food service and forecourts. Globally, Feel
Good Drinks can be found in
no less than 12 countries including USA, Hong Kong, Finland, France,
Holland, Sweden, Denmark,
Greece, Norway, Ireland and Saudi Arabia - and this number is growing all
the time!
Enjoy some feelgoodness at www.feelgooddrinks.co.uk
About Debbie Hulme
Debbie's original Feel Good Gnome animations were created using a hand-held
digital camera and
the standard windows Movie Maker package that's included with Window's
software.
The animation immediately grabbed the attention of the team at Feel Good
Drinks, by putting a
smile on their faces. You can watch it at www.feelgooddrinks.co.uk
Debbie is due to graduate in Graphics from de Montford University this
summer, following which
she will be spending 2 weeks work experience with Feel Good Drinks, before
hopefully securing a
permanent creative agency role.
Loose Moose Productions
In 1994, Glenn Holberton started Loose Moose Ltd with BAFTA award-winning
director Ken Lidster.
Ange Palethorpe soon joined the team and completed the directing roster.
Together they
established themselves as a specialist stop-motion animation company.
Throughout the '90s and noughties, amongst many other commercials in the UK
they produced the
award winning and much loved 'Peperami' campaign along with 'Monster Munch'
and the 'Windy
Miller / Quaker Oats' campaign, including the controversial "Uncle Guber"
naturist spot!
Worldwide they originated the well-known Mr Energizer battery character and
campaign, and in
the USA they produced the acclaimed celebrity based
Pepsi-Lipton BRISK campaign featuring Sinatra, Stallone, Bruce Lee, Elvis
and James Brown. Other
North American campaigns originated at Loose Moose include the highly
successful Chips Ahoy!
and Kellogg's Apple Jacks campaigns.
The Loose Moose Ltd team produced two award-winning shorts 'Interrogating
Ernie' written and
directed by Ken Lidster and 'Thunder Pig' directed by Ange Palethorpe. They
are also developing a
third short, 'Being Bradford Dillman' written and directed by Loose Moosers
- Emma Burch and
Pete Williamson, soon to go in to production.
Glenn relaunched the company as Loose Moose Productions Ltd in September
2008 when Ken
Lidster relocated to America. Glenn added to the original team and built on
the strengths of the
existing company by forging links with a variety of new directing and
designing talents.
Loose Moose Productions continue to produce commercials, short films, promos
and idents, using
traditional 2D / stop-motion / CGI animation, puppetry and mixed media
techniques along with
live action and comedy.
