Best of Stash 2022: Advertising!

To be heard above the constant yammer of consumer marketing, brands need production partners armed with breakthrough creative, polished execution, and the insight to ensure the results resonate emotionally.

While we published many excellent TV spots during 2022, we believe these seven films deserve special mention. Shoutouts to CG mavens ManvsMachine who landed two pieces on the list as well as Stockholm studio Naive who only recently lept onto the Stash radar.

All films were published in The Stash Permanent Collection during 2022 and are listed here in chronological order by the issue of publication.

Issue: STASH 151

Director Oskar Gullstrand and the animation crew at Naive in Stockholm ask the prickly question “What are you really sleeping on?” in these three CG spots for Swedish bed and bedding brand Sova thru the Garbergs agency.

Issue: STASH 151

The creative and production teams behind IGA’s standout 2019 holiday film “Inseparables” (Stash 139) regroup for another animated heartwarmer for the grocery chain, this time fusing food, family, and hockey into a very Canadian tale.

Animated by the CG crew at Mathematic in Montreal, the 90-second film was directed by Bertrand Bey and Marie-Julie Dallaire through agency Sid Lee. Sid Lee copywriter Mathieu Bouillon: “IGA’s Holiday story is not only a long-awaited tradition but also an opportunity to produce a large-scale creation that’s halfway between advertising and film.”

Issue: STASH 152

Director Yves Geleyn and the CG animation team at Hornet carve out a timely and timeless story about a father and son, a homecoming, and the chance for new beginnings to mark the Chinese Lunar New Year.

Yves Geleyn: “In Chinese culture, the Lunar New Year is the biggest, most important festival when the entire family comes together to reconnect and celebrate the beginning of the new year. I thoroughly enjoyed getting lost in this project. Harmonizing the old with the new and surprising people with something at once familiar and completely unexpected.”

Issue: STASH 153

From the team at ManvsMachine in London: “In their very first fully-CGI campaign, MINI tasked us with creating the motion content for the launch of their new 2022 Editions.

“With over 26 films and supporting assets, it was one of our largest motion projects ever. We worked closely alongside Anomaly, Media Monks, and Staud Studios to ensure there was a consistent creative vision across the entire campaign.”

Issue: STASH 153

Albert Garcia, lead 2D artist at Glassworks in London: “The client wanted to present a friendly atmosphere with a good balance between the humor and the seriousness of a beer commercial.

“The ad is therefore full of subtle comedic details that were incredibly fun to work on. For example, the friendly farmer robots, the angelical painting, or the David-like statue of Mads Mikkelsen.”

Issue: STASH 154

The design and animation team at ManvsMachine team up with Spanish agency LOLA MullenLowe to “reimagine what Magnum’s iconic product shots could be.”

From ManvsMachine: “The Remix product line demonstrates the multiple ways flavors can combine, experimenting with fresh and modern takes on ingredient combinations. Magnum Dore evokes a sense of indulgent decadence, and the ever-iconic Classic range is pushed to its textural limits.”

Issue: STASH 156

Working with Berlin prodco AKKURAT Studios on live action and Psyop on post/VFX, director Shane Griffin conjures a series of art surprises to highlight the new all-electric BMW i7 and help define “Forwardism”.

“The main challenges from the creative side were re-thinking a series of classic artworks, transforming them into something completely unexpected, through this lens of Forwardism.”
Watch all the Best of Stash 2022 Collections.