Bears on inflatables lounging in a lake an a waterfall


For the third film in the brand’s campaign, MoneySuperMarket once again enlisted the help of Framestore, this time to deliver a sleuth of photoreal CG bears which help the film’s subject ‘Get Money Calm’. The commercial sees the creative studio join forces with advertising agency Engine and director Matthijs van Heijningen for MJZ. 

Visual Effects Supervisor
cg animated bears chilling by a waterfall. one of them is laying with its back against the rocks, the other bear is laying on an inflatable lilo

The commercial opens with a man running through a forest alongside a group of wild bears that act as a metaphor for the chaos and disorganised nature of his financial situation. Internationally renowned for creating photoreal animals and creatures, Framestore was the perfect partner for Engine on this project. 

Framestore has worked on all three films in MoneySuperMarket’s ‘Get Money Calm’ campaign, previously delivering a parachuting cat and a goat in a hot tub. The VFX challenge for Bears required the team to walk the line between realistic and the surreal, creating and delivering several CG bears for the commercial. 

Framestore ensured each animal had its own look and slight variation in fur colour to differentiate them and make them look as photo realistic as possible. The artists then animated the bears and integrated them into the forest environment, blending them with live action elements and making sure interactions with CG plants, water, leaves and dust from the forest environment looked as natural as possible.  

‘When we designed the bears, our team created something that looked and moved like real animals but weren’t intimidating,’ said Jordi Bares, Creative Director at Framestore. 

We worked hard to make sure their fur looked natural and the muscle simulations made them feel like they had all the weight and impact of a real bear when they were running alongside the advert’s hero.
Jordi Bares
Creative Director
cg animated bears chasing a human in a forest
back view of a person running through a forest

The commercial ends with the subject falling into an environment created by Framestore, complete with singing birds and cascading waterfalls.’ This oasis was created by combining several different live action plates with digital matte paintings and additional assets including a flutter of CG butterflies. 

The bears return in this sequence, with one playing in the water and another treating itself to a bit of relaxation on a lilo. To create the most believable scene even when the advert becomes surreal, the team at Framestore created a separate rig for the laid-back animal, so they could animate it with more human-feeling mannerisms while making sure it still looked as natural as possible. 

‘For the final sequence we needed to concentrate on the groom of the bears,’ said Jules Janaud, the project’s VFX Supervisor. ‘Convincing audiences of dry fur is one thing but when it’s wet, it presents more of a challenge in making sure it looks natural when it’s clumped together with water and full of droplets.’

‘The team did a brilliant job creating photoreal animals that were completely convincing even when anthropomorphised,’ added Bares. ‘It’s really fun to work on projects where the brief allows us to push ourselves and produce really outstanding work in advertising.’

'moneysupermarket' logo in the centre of the image with 'get money calm' text at the bottom. there is a bear sitting with its back against rocks by a waterfall in the background


Strategy Director
Liz Baines
Creative Director
Chris Ringsell
Business Director
Eve Bui
Executive Producer
Helen Kenny
Matthijs Van Heijningen
Facility Company
Living Films
Kwan Patumthip
VFX Supervisor
Jules Janaud
Matthew Thomas
Andy Butler & Leo Schreiber
Mathias Cadyck
Paul O’Brien
Executive Producer
Christopher Gray
Production Assistant
Benjamin Michell
Senior Strategist
Ronaldo Pegoraro
Creative Team
Olly Courtney & Sonny Adorjan
Donald Taylor
Ruben Impens
Carlos Font Clos at Speade
Creative Director
Jordi Bares
Lead Animator
Gez Wright
Bear Asset Team
Joel Best, Gabriela Ruch Salmeron & Mary Doyle
Paint and Roto
Grzegorz Zolnowski
Simon Bourne
Junior VFX Producer
Alexia Paterson
Assistant Producers
Oliver West & Victoria Doran
Chief Creative Officer
Billy Faithful
Managing Director
Chief Creative Officer
Production Company
Head of Production
Lindsay Turnham
Production Designer
Whay Sitthirak
Animation, VFX and Colour
2D Lead
Sherrine Byfield
Ross Burgess, Joseph Kane & Robbie Brown
Modelling/Texture/Look Development
Alice Roseberry Haynes & Omar Jason
FX Team
Valerio DiNapoli, Stephen Moroz & Ahmed Gharraph
VFX Editor
Gavin Hyde
CG Coordinator
Emma Hughes
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