Play.com
2006 - 2008
3 Year National Advertising Campaign
TV Ads | Digital | Outdoor
Background
This is one of my oldest but dearest projects as I learnt a hell of a lot. I worked on Play.com from pitch to the end of the business for three years. I that time I went from doing all the animation and graphics myself to setting up a production department for all the agency’s TV ads.
Challenge
To deliver a campaign that could change with the seasons but be distinctly Play.com brand.
Insight
Character and “play” were at the heart of this brand that sold DVDs, CDs and Books online back in the day!
Target Audience
Anyone who wanted to get a bargain online.
Strategy
To create a character that would be unique to the Brand. It started off with us using the square Play.com logo and bringing it to life in the first year but then we moved to “PLAY.com’s MONSTER SALE!”
2006
The very first video in the top left was the original creative we pitched to win the work for the next three years. As the year goes on through January, Spring and Summer you can see each ad creative gets more complex. Each animation was completely created by me using Maya 3D Animation software, After Effect and Final Cut Pro.
2007
The Christmas ad here was the last ad I would do on my own. We hired in specialist animators to help while I got my first taste of managing productions. I still did some of the work but it was here that I learnt that I wanted to be less hands on production and advance to an Art Director.
2008
This was the last ad I worked on before I moved on but the whole creative was around 6 months work! I convinced the client to do escalator ads on the London Underground and a game we built online - the intro for which is top left below.