Having worked with MPC on the original “How U Feelin’?” TV commercial, Saatchi & Saatchi approached MPC Digital to create the web-based experience. Using Flash action script 3 the application utilises audio and video assets recorded for the TV advert in which children answer the question “How U Feelin’?”

Fallon creatives Chris Bovill and John Allison, designer Omar Karim and producer Zena Loxton approached us to consider how we could make a series of adaptable sound reactive animated commercials for More Than Insurance. After talking with the Fallon Creatives and designers, MPC Digital’s software developer Robin Carlisle set about writing an application that could generate real time 3D graphics.

Whilst creating this global graphic identity for Sony Ericsson we had to take into consideration the many different viewing platforms it would end up on. Vicky Gaffitt of Dare Digital asked us to create a global toolkit based around a ‘liquid identity’; a pack shot element of twisting liquid in many different forms and colours that would be appropriate for a range of advertising from TV to online marketing.

For this campaign MPC Digital created assets for digital escalator panels, web page takeovers, press stills, and digital city centre screens. Working with MPC concept artist Andrew Brooks to help Chrome realise their storyboards, MPC Digital re-appropriated 3D assets used in the TV commercial to fulfill a number of creative executions on multiple platforms.