Superfad Enjoy Mental Overlad for Channel 5

Superfad’s London office recently produced a new branding project for Channel 5, which unites live action and CG in a playful and cheeky spot that showcases the notion and effect of “indulgent TV.”

The script, written and directed by Superfad London EP/CD Georgia Cooke, centers on three Channel Five TV addicts who — with the launch of the Demand Five download service — binge all night on their favorite shows and blitz-out in entertainment overload the next day on the boss’ dollar.

The viewing audience journeys from a shot of the near-unconscious characters to a live action spiraling zoom into their stylized, animated brains, brimming with a personalized selection of over-consumption.

“Working with Channel 5 was amazing. They were completely open to any and all ideas surrounding the indulgent theme and we had a great time bringing the selected script to life,” says Cooke, who launched Superfad London in May 2007 after serving as Creative Director at MTV Europe for over 10 years. As for the music choice, she adds, “It should be law that Windmills of My Mind be outed at least once a decade.”

About Superfad
Superfad is home to a diverse group of designers, artists and directors united to produce compelling motion imagery for entertainment, branding and that special something in between. With the strategic vantage points of Los Angeles, Seattle, New York and London, Superfad’s creative reach is both vast and personal, combining the spark of advertising experience with artistic approaches. This energy and vision can be seen in its work for Visa Olympics, PlayStation 3, Pioneer, Target and X Games.

Client: Channel Five
Brand Director: Dominic Sykes
Brand Manager: Russell Hayer

Concept, Live Action and Animation Production: Superfad
Writer and Creative Director: Georgia Cooke
Post producer: Pip Malone
CG Artists: Guillaume Cassuto & Maelys Faget
Live Action Director: Georgia Cooke
DP: George Steele
Producer: Charlotte Woodhead

Music: Theme from the Thomas Crown Affair (Windmills of My Mind)
Sung by: Noel Harrison
Lyrics by: Marilyn and Alan Bergman
Composed by: Michel Legrand
Published by: EMI U Catalog inc (ascap)


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