The Annual 2021 winners have been revealed, with some of the most exciting companies in the history of Creativepool. Who are these amazing people and why do they represent the 'most' in the realm of creativity?
The answer is clear when looking at Absolute Post and their winning work. From total VFX feasts to campaigns with a clear, humane and authentic purpose, the post-production agency has experience working on a range of different projects with the highest achievable quality at all times. With just a couple of specifically aimed submissions, the team won a Silver and a Gold this year. If you've been following The Annual for long enough, you know that winning one of these is a gigantic achievement by itself – let alone two.
In this Annual 2021 Spotlight, we are learning more about the team at Absolute and what made their submissions so special.
Tell us about your winning submissions! What do you think impressed the judges?
We were lucky enough to win twice in the post-production category, but the visual effects for both couldn’t be more different! Dove’s ‘Reverse Selfie’ had a hugely important message behind it and the VFX needed to support that, not overshadow it. It was imperative that the craft be perfect - invisible, even - executing the heroine’s ‘undo-ing’ seamlessly and subtly to deliver the message with impact and do the project justice.
Sky Mobile’s ‘Time For Tea’, on the other hand, is unapologetically a total VFX feast for the eyes! Who wouldn’t love never-ending pizza, more seats at the table of unlimited pancakes?! This one is the epitome of fun, but it still needed a photoreal finish to sell the concept.
What felt unique about taking part in The Annual?
The Annual does a great job of uniting talent worldwide. It’s a great resource to check out exciting new work from the past twelve months – both from companies and individuals across the globe.
If you could name one reason that made you choose to enter this year, what would it be?
It’s always exciting to be a part of The Annual. Work is judged by a diverse, international jury and it’s great to get our work seen and admired by a large audience. To win is the cherry on top!
How do you plan to display your award?
In a frame on our wall so our staff and clients can admire it!
Will you enter again in 2022? If so, what are your hopes?
Definitely! We’d love to enter next year and hope to be a part of the 2022 alumni.
What advice would you share with other agencies and individuals looking to grab an award?
Don’t hold back! You’ve made the work – now make sure it garners the attention it deserves. Make use of the opportunity to add some words about your project too, explain the idea, the execution, and the result.
How does winning awards such as The Annual impact your business?
It’s always nice to win, but our success is a total testament to our employees. It’s incredibly rewarding for our artists to see work they have produced impact an audience and it’s a huge morale booster for the entire team.
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?
Dove’s ‘Reverse Selfie’ campaign was shot at the height of the UK’s second lockdown, which, at times, felt impossible. But if there’s one thing true of our industry, it’s that we persevere and thrive through adverse times. Invested and enthusiastic partnerships are imperative – even more so when producing a campaign during a global pandemic!
An open, honest dialogue (alongside reliable tech procedures) are vital for a seamless collaboration. It really is all about communication.
What are your hopes for the industry in 2022 and beyond?
Progression, understanding and change. There has definitely been something at the heart of all companies wanting to make the industry – and the world – a better place. Existing purely to produce work is no longer enough and companies need to provide their staff, clients and wider community with something more. It does feel like we’re all going in the right direction and turning conversations into actions. The effects won’t be immediate, but they will be definite.
What is your most exciting project in the next year?
We’ve literally just completed our most brilliant BONKERS project ever. Directed by Andreas Nilsson, Meow Wolf’s ‘Convergence station’ was a visual effects dream – and a really weird one at that. One woman ages from a young girl to an elderly lady in plain sight, one man grows a third eye and takes a peep into his alternate universe, all the while the train travels upside down, over water and through a time-travelling wormhole. It’s a total must see.