How to achieve sustainable production – With Annual 2021 Bronze winner Saddington Baynes | #AnnualSpotlight

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One of the strongest aspects of the Creativepool community is without a doubt its incredible diversity; all kinds of agencies and creative services providers come together in one single space, a testimony to the power of creativity and the beauty of the creative process. When The Annual 2021 winners have been revealed, some of the most exciting companies and professionals in the history of Creativepool have been awarded for their efforts; production agency Saddington Baynes was among them.

Saddington Baynes is an award-winning production studio with a great track record of success in The Annual awards. Having won a Silver in 2020, the team returned this year with a stunning CGI project to truly showcase the muscles of 3D creativity. The Ferrari 488 Spider project was crafted entirely in CGI, from the car to the surrounding environment, and it greatly impressed our judges, who awarded it a Bronze in the 3D category.

In this Annual 2021 Spotlight, we are having a chat with Ellie Lucas, Commercial Director, to learn more about the craft of the team and their ambitions for the future of sustainable production.

View The Annual 2021 Winners!


Tell us about your winning submissions! What do you think impressed the judges?

Every aspect of this series, from the environment and car to the talent is all crafted in 100% CGI. The photographic quality and complete realism of this series is perfectly beautiful, and I’m sure the judges felt that too.

What felt unique about taking part in The Annual?

We love what the creative industry stands for, taking part in The Annual and showcasing the best creative work of the year is something we love and will continue to support and be  part of. Coming together as a community and showcasing our work and talent alongside other studios and creatives we admire is always an honour and something we feel grateful for. 


If you could name one reason that made you choose to enter this year, what would it be?

The talent and artistic excellence in our studio is brilliant. We want to celebrate our team’s accomplishments and give them the recognition they truly deserve. 

How do you plan to display your award?

Pride of place in the studio for all to see and enjoy!  

Will you enter again in 2022? If so, what are your hopes?

Of course - we’ve got brilliant work to showcase year on year and we love winning top gongs for it all! We’ve never gone after the Post Production Company of the year. 2022 may be that year!


What advice would you share with other agencies and individuals looking to grab an award?

Get involved, support our creative community, celebrate the talent, innovations and be a part of the conversation. Inspire and be inspired - Creativepool celebrates creativity in all forms - and that’s the real reward! 

How does winning awards such as The Annual impact your business?

Awards validate our efforts and hard work, celebrating our work, collaborations and artists’ accomplishments is paramount. Every award adds credibility and shows that we are continuing to innovate and stay ahead in our community. 

This year’s winners are a testament to the power of creativity in hardship. How did Covid restrictions influence your winning projects and how did you approach these new challenges?

With traditional shoot production restricted, we were keen to show the power of virtual CGI productions, highlighting the pure magic of rapid response production and CGI. Covid meant we needed to visualise and articulate the benefits more clearly to our clients and partners and show how flexible our production methods are, without losing an ounce of photo-realism. This campaign was part of our lockdown webinar series, outlining the benefits and qualities of virtual production.


What are your hopes for the industry in 2022 and beyond?

We’ve had a clear ambition in mind for years now around sustainable production and greener advertising practices. We’re on a mission to be a part of changing the way our industry works and providing solutions that accelerate change. Every aspect of our production has or is being adapted to an environmentally conscious model and we hope the rest of the industry is working towards the same goal! 

Research shows that CGI is 50% more carbon-efficient when compared to travel shoots. As we look into more sustainable methods in our production process, we hope that the industry could consider taking virtual production as a viable solution to their briefs. No matter how bold the concept is - whether it’s down the street in London or on a boat in the middle of a Venice canal, the versatility of CGI allows it to easily adapt to any visual approach. 

What is your most exciting project in the next year?

Pushing boundaries with neurocreativity and sustainability. Saddington Baynes has some incredibly exciting plans in the pipeline! The future is bright…  and exceptionally busy!

Browse the best production companies here!


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