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We have collaborated with director Vince Squibb and RKCR Y&R on the charming new commercial for Warburtons. In this installment, we see staff celebrating the creation of the 1,000,000th loaf – but are the festivities only down to the landmark number?

'Celebrate' continues the campaign theme from earlier adverts that Warburtons' bakery staff are so proud of their work that each loaf is individual and special.  Under Vince's direction, we are treated to a subtle and seamless spot, but as Lead 2D Barnsley explains, our VFX team were on hand to provide a few seamlessly invisible 'tweaks'...

"We created most of the balloons falling in the wide interior shot  and the people running to join the celebrations were retimed as numerous plates were combined. The exterior of the factory itself was significantly restyled and vehicles featuring Warburtons new logo and orange branding were added. Many of the countdown clocks were altered to show continuity, as were the scenes with balloons and streamers. Much of the factory interiors were either polished or re-populated to help the story along and finally, heat haze and steam were added to the loaves to add to the authenticity of a working oven."



  • Agency: RKCR Y&R
  • Producer: Jody Allison
  • Creative Director: Mark Roalfe
  • Creatives: Mark Waldron, Dave Godfree


  • Production Company: Gorgeous Enterprises
  • Director: Vince Squibb
  • Producer: Ciska Faulkner
  • Director of Photography: Jess Hall


  • Editing Company: The Quarry
  • Editor: Paul Watts
  • Edit Assist: Paul Dawber

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • VFX Producer: Liz Browne
  • 2D Lead Artists: Barnsley
  • 3D Lead Artists: Hitesh Patel, Amman Akram
  • Assist: Chris Scott
  • Matte Painting: Dave Gibbons, Can Y. Sanalan, Harry Wormald
  • Colourist: Seamus O’Kane
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