As part of a major brand campaign,The Guardian showcases its open journalism and multi-platform credentials with this thought-provoking TV spot that features an ironic telling of the classic fairy tale, 'The Three Little Pigs'.The commercial aims to illustrate the Guardian's new model of journalism by recognising all of the different ways in which people consume news in the digital age. After Effects was required to create all the various websites for each screen and we used elements of social media, popular web sites and the Guardian itself that were instantly recognisable but integrate them so they always felt like part of the film. The work also included the design and animation of the more complicated graphic sections. The 3D team had to build the ‘huff and puff’ animation section as well as do the animation for the pig’s heads. At the same time the 2D team had to composite the 3D animation, composite the graphics and do all the various bits of clean up and set extensions that were required.

Finally, we helped to give the spot its dramatic effect with an atmospheric grade.