MPC responds to growing demand for furry ad stars

The people who brought the furry stars of The Jungle Book and John Lewis "Buster the Boxer" to life are launching a division dedicated to creature development.

The Jungle Book: MPC handled the visual effects for the 2016 Disney film
The Jungle Book: MPC handled the visual effects for the 2016 Disney film

Ben Cyzer, head of creative strategy at MPC content production arm MPC Creative, said the aim is to become "more streamlined, efficient and focused".

He explained: "There are a lot of different disciplines involved in creating creatures, from concept development to design for film and even proprietary technology around fur, rigging and muscle dynamics."

MPC is responding to a growing demand from brands to craft 3D characters that don’t just live on the big screen. By working with companies such as John Lewis and Rubicon Exotic, MPC found that brands wanted their characters to have a presence on social media that responded to followers in real time.

The team subsequently developed Animated Character Engine (Ace), a software program designed for brands and agencies to quickly and easily create video clips of their animated characters and post them online.

MPC: created the Animated Character Engine for brands

Cyzer said: "We kept having the same conversations around social media animations, and we kept having to explain to our clients that the cost was potentially more than they wanted to spend on the platforms and the time it would take would be too long.

"We knew we needed another pipeline or way to develop content for them."

What was once an internal feature that MPC offered existing clients will now be licensed out externally. Berocca is the latest client to use the software.

"We created Roccy the chameleon [for Berocca's campaign], directed it and also customised Ace for it as well. That campaign is a perfect example of how deeply we can be involved in every aspect of the character", Cyzer said.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).