Journal

A photoreal crab. A sandcastle. The phantom sensation of a mosquito. Some briefs arrive and you just know they’re going to be fun.

The brief

Which?, the UK’s leading consumer champion, came to us with a summer campaign that needed character, literally. The concept called for a photorealistic CGI character brought to life with genuine personality, set against the kind of sun-soaked summer vignettes that would resonate immediately with a British audience.

What we made

This project became one of our favourite of the year – a rare brief that let us blend technical precision with genuine playfulness. We combined photoreal character animation with organic fabric simulations, creating a series of short-form pieces that feel tactile, warm and effortlessly charming.

Getting the character right meant sweating every detail – skin texture, movement, the way fabric reacts to motion in summer heat. The kind of craft that the audience never consciously notices, but absolutely feels.

Why it worked

The best CGI character work disappears into the story. You stop thinking about how it was made and start feeling what it’s saying. This series did exactly that – delivering Which?’s summer messaging through a visual language that was distinctive, memorable and genuinely enjoyable to watch.

A studio favourite. And one we’re proud to have made.