Sainsbury's Christmas 2016 – "The Greatest Gift"

Sam Fell

Sainsbury's

Sainsbury's Christmas advert is an epic stop-motion animation story about 'Dave,' a hard-working and devoted father struggling to manage work and family at Christmastime. Stop-motion animation at this scale involves enormous attention to detail, craftsmanship, patience and time. Passion Animation Studios and Director Sam Fell have our deepest respect for their dedication to this project and for combining crafts with technology to achieve something truly original. UPP created a lot of matte painting and 3D elements to support this project, but all of the meticulous craftsmanship was painstakingly filmed frame-by-frame on camera. Working on this project was a real privilege.