Platypus scores a hat-trick with Musica

For the third year running, Platypus Productions has made music retailer Musica's Festive Season campaign, this year using animation.

Jupiter Drawing Room Creative Director, Darren McKay says their agency has created characters around which the execution revolves. "We've created three Christmas tree decorations - Randy the Reindeer, Dewy the Snowman and a Chinese trinket called Ting, who only speaks Mandarin. These characters banter with each other about Musica's products. We believe they will be much more engaging than human performers and will help us cut through the clutter of the retail festive-season frenzy.

"The characters will be acting honestly towards the music we're selling but will have a rug-pull which we believe will be entertaining and engaging while maintaining Musica's irreverent brand integrity," he says.

Platypus Productions has been entrusted with animating these characters and creating the visual environments wherein they can be loved as they engage with the product.

Commercials director Ian Chuter, a partner at Platypus Productions says: "I look at it as if I were shooting a regular commercial with the added care at storyboard stage because, as every frame is designed, animation offers less freedom than shooting from three different angles to see which looks better in the final cut but also none of the limitations using live action.

We made a total of 28 commercials including traditional TV and Cinema as well as six, two-minute inserts on particular artists.

"Aside from the high time pressures when making retail commercials, this project was very gratifying as we created commercials that cover such varying music tastes as Robbie Williams and Leon Schuster.

Commenting on Platypus' appointment, McKay says: "From start to finish Platypus Productions has been highly accommodating and a pleasure to work with. The agency has been amazed by the quality of work and their attention to detail in the high-pressure environment of retail Christmas advertising. The response from client and their suppliers has also been incredibly positive."