SimbaMade For Peace


Sleep technology brand Simba has launched a major new brand campaign to raise awareness of how lack of sleep can radically affect both decision making and emotional reactions. The film, directed by Guy Shelmerdine with visual effects and grade by MPC, has been launched to coincide with the UN International Day of Peace.

The action-packed 60 second spot, which will be shown on Channel 4, ITV and Sky, together with paid spend on Facebook, Instagram and YouTube, opens on the deck of an aircraft carrier. It’s the Cuban Missile Crisis, 1962. We see a close up of an American general and Russian general staring intensely at each other. But rather than erupting into conflict, there’s a real sense of camaraderie. A tennis net is rolled out between them and a gentle and friendly rally ensues. The film ends by returning us to the present day with a poignant reminder that the world could do with more peace now as much as then.

MPC’s role was integral in helping BBH and Smuggler achieve their vision of this campaign. MPC was responsible for the build of both planes in the spot, plus replication across the carrier, and also for the whole environment out at sea.

The striking grade was provided by MPC’s Jean-Clément Soret who commented:

“This was a seriously challenging project that required a lot of work: extreme weather differences and light conditions, a very demanding 50/60s Technicolor war film look, extensive background replacements, sunny visual references, overcast footage including plates, CG planes, helicopters, aircraft carrier to integrate. An excellent example of collaboration of all departments involved to resolve a complicated situation, the magic of post-production at its best.”

Watch the VFX Breakdown here: