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The Media Foundry ‘Showreel’ advert

Agency: Clusta

Client: The Media Foundry

The Media Foundry, the UK’s leading PR agency for the creative industries, has unveiled a new corporate showreel showcasing its good worki.

Designed by pioneering digital creative agency Clusta, the work uses creative design and feature film technology to piece together the story of The Media Foundry’s work, rather than just showcasing coverage as many other industry show reels so often focus on.

The 3D animated reel combines music with animation to showcase campaigns. It centres on a presenter holding up a live-action card, out of which the campaigns spring to life – a concept grown out of the infamous Bob Dylan ‘Subterranean Homesick Blues’ video.

Although the concept has been used in various formats for comedy sketches and music videos, this is the first time it’s been used as a commercial tool within the PR industry.

The technology used relied upon feature tracking within Nuke, to create the illusion that the animations are actually attached to the card.  The software is widely known for its uses in feature film compositing, combining computer generated images and live action footage into seamless narratives.

Managing Director at The Media Foundry, Nick Dudley-Williams, said, “There are too many show reels today that focus on one element of the PR agency’s output – offline coverage.

“We wanted to combine this with a piece that brought to life the DNA of our business to portray who we are as an agency, rather than simply one aspect of our work.”

Russell Townsend, Managing Director at Clusta, added that TMF were keen to have a show reel that really stood out and helped potential clients to understand what they are all about.

“It seemed apt that with the consultancy’s creative identity that we should use such a creative concept to help differentiate them,” he said.

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