Tom Brown directs two delicious new spots for McVitie’s

For The Visionaries director Tom brown's latest work he teamed up with biscuit aficionados McVitie’s to promote the brand new lemon drizzle and chocolate brownie flavours.

“Right off the bat this project had an incredibly strong central idea which entailed zooming in to a Mcvitie's biscuit right down to what we called the 'flavour-verse' at its heart. We also wanted this burrowing journey to go though through a real lemon drizzle cake/pile of chocolate brownies on the way. In order to grab all the components for the idea, we shot the cakes, lemons, chocolate and individual biscuits on model movers at BITES studio in Poland. This part of the shoot was remote and BITES were great at talking through the concepts to make sure we got exactly what was needed.” said director, Tom Brown.

Brown adds “Our constituent parts then went to Black Kite Studios who composited them together in Flame to create our macro effect, that sees us zoom in to the cakes to find the flavour ingredients drifting in our 'inner space' scene. When coupled with our live action elements which saw our actors eating biscuits in beautifully colour coordinated kitchens and lounges ( Art Direction by Charles Whiteway) as well as some pinpoint lighting from DOP Sam Meyer, we ended up with two super slick 30s spots that look fantastic in multiple social media formats.”