Seed Animation Production Company London

We are a London based animation production company, with a specialisation in producing distinctive character animation.

Voices of Business

Sage

The collaborative bunch at Girl & Bear (VCCP’s production arm) approached us to develop, design and direct ‘a few’ commercials for Sage, the accounting, financial, HR and payroll tech company for small and mid-sized businesses.

A few, as it turned out, was 14 x 30” AND they wanted them on telly boxes around the world within 2 ½ months. This was a project that needed to be visually developed from scratch. After a “Noooo problem!” and a collective dry swallow from our team, we regained composure, a week later, and got down to the nitty.

The ads are all driven by real voices of business, and so the treatment of the films required a personal touch to visually echo these quotes by real people. We chose a tactile illustrative style with bright colours, featuring ‘big friendly giants’ who would integrate playfully on black and white live action backdrops. The voices would lead the development of the stories.

Sage enables businesses to flow because owners are spending more time doing what they do best, while Sage deals with their accountancy. And flow is represented by the green ‘Flow line’ - it's considered the enabler. It can be playful and helpful - we imagined it to be like a dolphin swimming alongside you. A nice friendly personality to help you on your way.

This project has been a thoroughly rewarding experience for us at Seed - being part of the creative team that helped to develop this campaign from early days, and working with some phenomenal talent along the way. Big thanks to Mark Orbine, Tony Hector, Andy Leahy, Maxine Denton and Joseph Fathers at VCCP for giving us the opportunity and creating a warm and inviting creative atmosphere.


Development


Credits

Director: Seed Animation Studio
Creative Director: Morgan Powell
Exec Producer: Neil Kidney
Assistant Animation Director: Tom King
Producer: Viki Bebok, Anna Argiros
Animation Production Company: Seed Animation Studio
Editor: Joe Eckworth
Compositor: Joe Eckworth, Robert Strange, Pavan Balagam
Storyboarder: Josceline Fenton
Character Design: Tom King
Lead Animator: Sheetal Thankey
Animators: Rosa Beiroa, Guy Charnaux, Freddie Elsom, Giulia Frixione, Harriet Gillian, Campbell Hartley, Sam Jones, Thomas Knowler, Hannah Lau-Walker, Eliot Lockwood, Inari Sirola, Pedro Vargas
Clean up: Saffron Arden-Sodje, Lois de Silva, Daisy Mojave Holland, Maria Morris, Constanza Oroza, Hannah O’Brien, Natalja Ropotova, Lily Shaul, Sara Spanghagen Oijerstedt

Agency: VCCP
Executive Creative Director: Mark Orbine
Creative Director: Tony Hector
Associate Creative Directors: Tori Fannon & Jade Sturman
Global Executive Producer: Andy Leahy
Agency Producer: Rosie Good
Production Company: Girl&Bear
Producer: Maxine Denton
Production Manager: Joseph Fathers
Production Assistant: Maddy Holmes
Director of Photography: Robin Whenary
Location Manager: Tom Reeves
Grade: Steffan Perry @ Company 3
Flame: Absolute
Audio: Ben Leeves @ Jungle

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