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Marks & Spencer, Adventures in Imagination



RKCR/Y&R release sumptuous M&S food spot

The ultimate in food porn with mountains of crumbling cheese, succulent steak burgers and oozing chocolate mousse, the 60” spot launches M&S’s autumn food ideas. Created by RKCR/Y&R and directed by Michael Roulier and Philippe Lhomme through Foodfilm, the spot features VFX and grade from MPC and a catchy soundtrack from Clean Bandit. 

RKCR/Y&R Creatives Pip Bishop and Chris Hodgkiss said, “It's 10 years since M&S created food porn with its iconic chocolate pudding. We wanted to re-create that 'lick the screen' photography in a way that was relevant for 2014 - more accessible, faster paced and even more visceral. It seems to have worked; the chocolate jaffa sphere sold out in a day."

 

The spot was filmed with a variety of unique techniques, including hanging lemon slices by threads and melting cheese with a hairdryer. MPC’s VFX team enhanced the shots, neatening up the food and highlighting the multiple delectable displays. 

MPC colourist George K graded the tempting spot. He said, “M&S food ads are known for showcasing their products in a stylish fashion, starting with their ‘not just any food’ campaign from a decade ago.  They’ve raised the bar again with this one. When it came to the grade, the brief was for a clean, fresh and contemporary look. We wanted to let the food shine by keeping it neutral, but also bright and colourful."

Gallery

Credits

Agency

RKCR/Y&R

Production Company

Foodfilm

Directors

Michael Roulier & Philippe Lhomme

Creatives

Chris Hodgkiss & Pip Bishop

Agency Producer

Rachael Wong

DoP

Michael Roulier

Production Company Producer

Francesca O'Brien

Editors

Bruce Townend @ The Quarry and Bruno Herlin @ Foodfilm

VFX

MPC

VFX Producer

Paul Branch

VFX Supervisor

Marcus Moffatt

Grade

MPC

Colourist

George K

Sound Design

Parv Thind @ Wave