This summer, Joel teamed up with director Chris Cairns as Production Designer for the brand new TV advert of electricals retailer Currys PC World. The idea behind their new creative, ‘We Start With You’, was to be centred firmly on the customer – what technology they are looking for and what fits in with their lifestyle. The goal was to create a stylised store containing thousands of products which are then eliminated in an exciting, elegantly choreographed routine, until only one laptop remains. Working closely with Joel who was overseeing the build on location, the team back at Painting Practice had fun developing rig concepts in a simple joyful manner and in a space full of light.

Click the images for a larger view.


Check out some of our animation tests:

Our final concepts:


We hope you enjoy the final result. Watch all the appliances dance and whirl here!

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