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It's Magic


Watch out! You could dematerialise before you’ve finished reading this summary. That is, if MJZ director Nicolai Fuglsig casts his spell your way. The Mill in New York did their visual trickery to make magic in an everyday world for both the 30- and 60-second versions of the ‘It’s Magic’ spot, made to promote the JCPenney Fall collection.

Set to a quirky Regina Spector soundtrack, the spot records a seemingly ordinary working day. At first, classic magic tricks amuse, but then some serious Mill magic takes over for a sequence of bizarre events made to look convincingly real.

Apart from a couple of traditional tricks done in-camera, The Mill in NY worked on virtually every scene. But the spot's standout moment is surely a great scene involving a JCPenney-dressed office worker teleporting via a phone booth. Shot in a wide public square, the multi-plate scene required extensive choreography for the passersby, along with a rigged phone booth whose sides get pulled away just as a rig-removed crane drops a cascade of water onto it. In post-production The Mill 2D team reversed this water shot to give the illusion of water erupting upwards out of the booth. That's one way to make a splash in advertising. Sheer magic.



  • Agency: Saatchi & Saatchi New York
  • Producer: Colin Pearsall
  • Creatives: Mike Long, Kerry Keenan, Lea Iaderan, Sara Rose, Icaro Doria


  • Production Company: MJZ
  • Director: Nicolai Fuglsig
  • Producer: Emma Wilcockson


  • Editing Company: MacKenzie Cutler
  • Editor: Ian McKenzie
  • Edit Assist: Charlotte Arnold

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • VFX Producer: Bethan Thomas
  • Shoot Supervisor: Angus Kneale
  • 2D Lead Artists: Dan Williams
  • 3D Lead Artists: Yann Mabille, Douglas Luka
  • 2D Artists: Adam Grint, Des Anwar, Dirk Greene, Westley Sarokin, Jeff Robins Tristian Wake, Ross Goldstein, Gigi Ng, Greg Gilpatrick
  • Colourist: Fergus McCall
  • Art Department: Mary Casey
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