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  • United Kingdom
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Three - "Sing It Kitty/The Ride" - Wieden + Kennedy

  • Sing It Kitty/The Ride
  • Three
  • Three
  • Wieden + Kennedy
  • United Kingdom
  • Sing It Kitty
Product CategoryTelecommunications Services
More Informationhttp://www.singitkitty.co.uk
MarketUnited Kingdom
LanguageEnglish
Media TypeWeb Film / Viral
Length75 Seconds
Awards The APA Show / APA 50, 2014 (2014 APA Collection) for
Production Company Partizan London
Post Production MPC LDN
Editing Company Final Cut
Sound Wave Studios
Music Fleetwood Mac
Music Starship
Mix Munky
Director Traktor
Editor Rick Russell
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Story

This exceptional cat is one-of-a-kind, riding in his bike basket and singing along to Starship's iconic 80s anthem 'We Built This City'. Directed by Traktor and conceived by W+K, the adorable spot continues Three's brand message of 'Silly Stuff. It matters'. MPC's VFX team developed and animated a digital double of Bronte the cat, complete with skeleton, muscle structure, luxurious fur and a very special talent.Traktor said, "The commercial was a chamber-piece that had some epic challenges in the shape of a pint-sized fan of Starship. We built this Kitty, indeed. Our hope was that it was going to look effortless despite the obvious efforts that must, somehow, have gone into it. "Realism" was not really our main aim (although it does look real) as the moment it sings, that is a moot point. We wanted emotion, and they provided that in droves. MPC pulled out all the stops, and their army of pale riders in a variety of chambers of commerce. When it comes to soup-to-nuts post-production and visual FX there is a tremendous advantage in MPC having everything in house. From Jean Clement to Billy McNoodles. And by in-house we mean a seamless pipeline that literally spans the globe and included (at least) the LA branch, while still feeling like it all happened in one sugary caffeinated chamber on Wardour Street. Boutiques are for Ladyboys. MPC is for us. We are calling them on line 2 about the next one. Hello? Anyone there?"