UPP

Sainsbury's Christmas advert is an epic stop-motion animation story about Dave, a hard working and devoted father struggling to manage work and family at Christmas time. To do stop-motion animation of this scale involves a huge amount of attention to detail, craftsmanship, patience and time. Passion Animation Studios and Director Sam Fell have our deepest respect for their dedication to this project and for combining crafts with technology to achieve something truly original.

UPP created a lot of matte paints and 3D elements to support this project but all the meticulous craftsmanship were painstakingly filmed frame by frame on camera. Working on this project was a real privilege.

Director: Sam Fell
Client: Passion Animation Studios – London