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Framestore animates Mog for Outsider and Sainsbury's

Framestore animates Mog for Outsider and Sainsbury's
Jon Creamer
13 November 2015

Framestore teamed up with Outsider director James Rouse for AMV/BBDO’s Sainsbury’s ad.

The ad features the Mog character from Judith Kerr’s children’s books. The campaign is a tie up between Sainsbury’s and the books’ publisher Harper Collins. Judith Kerr wrote a new book in the Mog series that will go on sale in Sainsbury’s shops alongside a Mog toy. All will donate a slice of the profits to Save the Children.

Sainsbury’s and HarperCollins co-produced the film, which was created in collaboration with Judith Kerr herself, who also makes a cameo appearance in the film.  Oscar-winning Rachel Portman composed the original score.

The new advert sees disaster befall Mog’s family on Christmas Day with the neighbours rallying round to help.

Watch the making of video here

"A true passion project from the start, Framestore are extremely proud to have worked on such an iconic creature, re-imagining Judith Kerr’s illustrations for the screen in a unique way. Our creative journey alongside director James Rouse, publisher HarperCollins and Judith herself took Mog from early concept to fully actualised character. Being able to work with a much-loved character like Mog has been a real joy for us”, says Heather Kinal, Senior Producer at Framestore.


Executive Creative Director Adrian Rossi, Alex Grieve
Creative Director Michael Durban, Tony Strong
Agency Producer Rebecca Scharf, Nikki Holbrow
Production Company Outsider
Director James Rouse
Production Company Producer Benji Howell
Editor Bill Smedley
Music Composer Rachel Portman
Sound Design / Mix Anthony Moore, Neil Johnson
VFX Framestore
VFX Supervisor Ben Cronin, Grant Walker
CG Supervisor Ahmed Gharraph
Senior Producer Heather Kinal
Grade Simon Bourne

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