Seed Animation brings Free Now launch campaign to life
Skwigly
Seed Animation has created a 30” TVC for Free Now, through agency Recipe that features a 50-foot woman roller skating through London, with a black cab on one foot, a private hire vehicle on the other. The advert promotes the launch of Free Now, Europe’s biggest ride-hailing app, in the UK.
Directed by Morgan Powell and Neil Kidney, the treatment focused on the directors’ interpretation of freedom, through cinematic postcards from the city, while showing the benefits of using Free Now.
It was important to create realistic and diverse snapshots of London for our hero to fall in love with. And whilst we made it in geometric and multifaceted CGI, we softened it back down through the time of day and a warm colour palette.
-Morgan Powell, director
It’s hard to miss the fact that the hero is a 50-foot woman gliding through London, but we also wanted to make London itself a hero in the ad. We chose dynamic and iconic shots to give it a sense of energy, and framed them in a way to show London at its best.
-Neil Kidney, director
Seed worked with a remote team of 16 artists from around the world, over the course of an intense 7 weeks.
See more of the work of Seed Animation at seedanimation.com