MPC Launch New Creature/Character Group MPC Life

Fresh off Oscar wins for The Jungle Book and viral ad sensations for John Lewis, MPC are to launch MPC Life, a new group that promises to give 'clients full control of their animated assets to develop short form animated videos within minutes.'

Sitting within the MPC Advertising team, MPC Life will work to create assets that can be used off the big screens and onto social media and other situations where faster reactions to events are needed that the usually lengthy process of rendering that goes into creating characters such as Monty the Penguin and Buster the Boxer.

This will be achieved using what MPC are calling the Animated Character Engine or ACE, which allows content featuring the cretures and characters to be made quickly.

Graham Bird, MD at MPC Advertising, said of the new group,“everybody loves animated characters and creatures... particularly advertisers. We constantly strive to find new and exciting ways to innovate further, [and] setting up a dedicated team of people to do just that will bring our clients even closer to the talent, technology, craft and ultimately magic that goes into bringing these amazing characters and creatures to life”.

Click here to see our interview with Diarmid Harrison-Murray, 3D creative director at MPC, where he talks creatures and his career in CGI, including behind the scenes images of some of the company's most famous creatures being created.