A commercial was needed to publicise Eldon Squares' rebuilding programme, as the shopping complex had undergone and completed major renovations, to update its stores and transport links.
The agency did not want the commercial to be conventional and did not want to shoot only footage of the centre itself. The commercial needed to be modern and vibrant, while still highlighting the new shops and facilities.
The solution was to use animation, including live action shots of models, from a green screen shoot, in addition to general footage of the centre. The footage was shot on HD, and blended using advanced keying techniques, with 2D and 3D animations of birds, flowers and red ribbons containing the shots of the centre.
The finished commercial, when married with the classic pop sound track, looked colourful, lively, detailed and was not a conventional shopping centre commercial.