The Loc Studios Expands into 3D and on-set VFX
November 3, 2026
The annual UK holiday advertising wars commenced this week with the creature animation team at Electric Theatre Collective and their collaboration with Rogue Films’ director Sam Brown for Sainsbury’s our favorite so far.
Produced thru agency New Commercial Arts, the spot features Roald Dahl’s BFG for a third year plus a cast of fantastic CG creatures from Giant Country including the Greedy Giant and Squizzly Scotch-hopper.
Radha Davies, marketing director at Sainsbury’s: The BFG has become a much-loved part of Christmas for our customers, so we wanted to bring him back for another adventure this year. At the heart of the story is a simple idea: nobody should miss out on Christmas.
Client: Sainsbury’s
Agency: New Commercial Arts
Founder: Ian Heartfield, David Golding
CD: Dan Bailey, Brad Woolf
Creative: Rose Power, Niamh McBride
Head of Production: Georgia Dickinson
Producer: Georgia Dickinson, Olive Andrews
Agency: King Henry Studios
Head of Design: Danny Tomkins
Designer: Jasmin Price
Retouching: Mark Henry, Gemma Lawton
Artworker: Bradley Baker
Head of Creative Operations: Cameron Henry
Animator: Bradley Barker
Producer: Cassia Henry
Production: Rogue Films
Director: Sam Brown
Producer: Polly Rushkin
Production Manager: Fran Resteghini
EP: Kate Taylor
Director of Photography: Franz Lustig
Production Designer: James Hatt
Post/VFX: Electric Theatre Collective
VFX Supervisor: Alex Snookes
Shoot Supervisor: Michael Chapman
EP: Holly Treacy
CG Lead: Will Medcalf
CD: Michael Chapman
Animation Director: Fabrice Fiteni
Compositor: Taran Spear, Christian Block, Baptiste Audouin, Scott Middleton, Milo Marshall, Julie Cruette
Matte Painter: Irene Navarro
Lighter: Jordan Dunstall, Baptiste Gueusquin, Flavia Minnone
Animator: George Rigby, Daria Zadecka, Gererd Murphy
FX Artist: Dan Yargici, Alberto Scotti, Harry Wilkinson, Platon Filimonov
CG Artist: Fiona Taylor, Mia Laplanche, Toby Elbourne-Cload
Artist: Mara Pawlowska
Rigger: Nikolai Maderthoner
Colorist: Luke Morrison
Edit: Tenthree
Editor: Eve Ashwell
Producer: Ed Hoadley
Music/Sound Design: Manderley Music
Composer: Chris White
Music Producer: Nat Curran, Matthew Steven
Assistant Producer: Sean Craigie-Atherton
