ArgosSummer

MPC CREATES THE PERFECT STAYCATION FOR ARGOS’ SUMMER CAMPAIGN

MPC have once again partnered with The & Partnership on Argos’ latest fun-filled campaign for summer, which inspires viewers to seize the day, and make the most of their summer at home. The VFX in the spot was provided by MPC, with grade by Matthieu Toullet.

Directed by Magnus Renfors, the film opens on what feels like a very normal day, even a little boring, before the sound of an Argos delivery transforms it completely; mum is relaxing on the costa del patio helping her daughter record her latest TikTok, while dad is reliving his glory days belting out some classic dance tracks for his son who’s raving in full festival attire.

Our VFX teams, led by Kamen Markov, worked on the spot remotely, and were integral in bringing it to life. The team had a live video feed from the cameras directly to the set, and were kept in constant communication with the agency, production company and Magnus.

Speaking on the challenges, Kamen comments: “The main challenge was to plan and later execute the important transition between the black and white world of the family to the colourful, full of life, world of the Argos experience. Additionally there were countless small retouches and little add ons, which were slightly complicated as the spot is essentially one continuous shot. For example, we were tasked to animate dancing action onto the inflatable Walrus, Unicorn and Giraffe and add glasses to the dog.”

The stunning grade was provided by MPC’s Matthieu Toullet who said:

“To be a part of the Argos Summer campaign was a real air bubble during this pandemic period as this job brought me so much freshness and happiness. In particular, creating the jump between a Hitchcockian black and white to a very fruity colourful grade was an absolute treat. I would also like to big up the fantastic dog who is my favourite character.”

The Argos Summer spot is the fourth campaign that MPC has worked on with retailer, previous campaigns include ‘So Stylish You Can Wear It’ Autumn/Winter 19 and Spring 20, and the 2019 Christmas campaign ‘The Book of Dreams’.