Video production from Scorch London

The Brief

To produce an online commercial for the Welsh Development Agency to encourage people to relocate their businesses, and lives, from London to Wales.

The Approach

Working with the idea that London is a cold, grey and sad place (not our opinion incidentally!) and Wales is a bright, colourful and inspiring place (of course!), we filmed members of the public commuting around London, waiting in queues, sitting in traffic, on busy tube trains, and composited 3D sad clock-faces onto their heads. This highlighted both their sadness and their lack of time to great effect. We then filmed our main character on location in Cardiff to show how much nicer it was to be strolling around the marina and enjoying the Welsh countryside. Cut together it plays out to show the characters’ transformation from enduring the downbeat drudgery of London to experiencing bright and happy enthusiasm in Wales.

It is a unique film that demonstrates the power of colour and animation to completely change the look and feel of two very different places.

You guys have done a brilliant job on this. I am sure we can get more work for us all on the back of this project.

Franco Farrell, Director, Underground