Artists across MPC and The Mill rallied to deliver well over a third of all Super Bowl’s spots

Technicolor’s MPC and The Mill demonstrated sweeping visual effects (VFX) leadership in advertising throughout Sunday’s Super Bowl featuring the Tampa Bay Buccaneers win over the Kansas City Chiefs. More than 20 commercials were infused with Technicolor’s award-winning creative services from full production through to visual effects, utilising emerging technology to finishing, social AR filters to colour grading.

“We were thrilled to help implement the ambition and vision from big advertisers and agencies for this year’s Super Bowl commercials,” said David Patton, head of advertising at Technicolor. “There is a general optimism expressed for 2021 that you can feel in the humour across many of the ads, which is very different from the beginning of the pandemic. Our advertising revenue from Super Bowl LV ads was higher than last year, highlighting the increasingly central role that creative technology and VFX plays for brands and their investment in capturing consumers’ imagination.”

Technicolor, The Mill and MPC mobilised their talent base throughout the world to increase the quality of production despite the logistical challenges posed by Covid.

“Our strong showing and YOY revenue growth from commercials created for the Super Bowl demonstrates the resilience of our teams in the face of this daunting global pandemic and underpins the value of creative technologies, including VFX – which are critical to the future of content experiences and core to Technicolor’s vision and value proposition,” commented Richard Moat, CEO of Technicolor. “In so many ways, Covid has accelerated trends that Technicolor is uniquely positioned to navigate, such as virtual collaboration and production, which come naturally to our digitally native artists and creative teams.”

Click here to view a round-up of their Super Bowl work.

First published on LBB.