While working with Framestore on McDonald's 90 sec #ReindeerReady Christmas ad, Leo Burnett and McDonald's approached VFX supervisor Ben Cronin to direct a 10 second teaser film to be shown on social media channels and also on TV before #ReindeerReady was aired for the first time. Framestore storyboarded, produced, and shot the teaser, as well as handling all the necessary VFX.
The teaser is set in Santa’s cosy reindeer barn on a snowy Christmas Eve, with Santa getting his reindeer ready for their big night of present deliveries.
‘The agency saw quite early on in the production schedule of #ReindeerReady just how good the CG reindeer was going to be and I think it set their brains whizzing, wondering what else they could do with her,’ says Cronin of the project.
‘As well as writing the treatment, we created storyboards and also an animatic too – so the client was able to sign off in advance, knowing exactly what they would be getting,’ Cronin continues. ‘Through Framestore Pictures, we shot on location at a farmhouse – giving an old barn some Christmas magic, complete with snow and great lighting from Baz our DoP. The Reindeer behaved beautifully, wearing the handmade leather harness we had made specially to match the CG asset we had created for the ad – and gave us a great performance. Our meticulous prep was key to turning it around so quickly.’
The Framestore team was also tasked with producing some digital billboard content featuring the reindeer protagonist – further testament to their belief in Framestore's ability to develop and create brilliant content for multiple channels.