Genius Bread 'Einstein'

Adam & Eve's suitably clever campaign for Genius bread gives us an insight into the mundane mental ramblings of Albert Einstein. Framestore's Dave Ludlam on was on hand to polish the well received TV spots with a naturalistic grade.

Directed by Smuggler's Neil Harris, we get to see the iconoclast's scientific thinking being distracted by lovely lunch ideas that involve Genius bread. The production included six weeks of fittings and development to perfect the actor's prosthetic mask, and two-and-a-half hours of daily fittings on the shoot. Genius was launched by Lucinda Bruce-Gardyne, a professional chef and mother to a gluten-intolerant son