ABOUT

The Croud team came to us with a meaty brief for Equifax’s next BVOD campaign. Their goal? To seamlessly blend the miniature world—an ongoing visual theme in their brand assets, previously directed and created by SAND Visuals—with real life.
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The result? A truly unique piece of content where we transition from a carefully crafted miniature world to reality in a matter of seconds, all while reinforcing Equifax’s key messaging.
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This 30-second ad aired on ITV and Sky and has been rolled out across multiple online platforms, including social media, paid channels, and websites.

How we made it

This was, without a doubt, our most challenging animation to date—for both our props department and animation crew.
We started with a digital design of the street scene, and once approved, we brought it to life through 3D printing—houses, mini people, and all the intricate props.
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To achieve realistic movement cycles, each character required 8–10 different figurines in various poses. A small pin was glued to the leg not visible to the camera, allowing us to secure them easily to the board.
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For the street itself, we layered two thin foam sheets, cut them to size, and topped them with a cork sheet. This simple yet effective solution let us pin characters in place without relying on rigs—saving us a ton of time in post-production.

As for the window transition, we synced a motion control rig to Dragonframe, programming it for precise movement. The moment the camera "passes through" the glass was done digitally, with an added bubble effect to make the transition feel even more realistic.

CREATIVE CONCEPT & IDEATION
Creative Director: Amy Butterworth
Lead Creative: Milo Burgess
Project Manager: Alice Farren

Project: Equifax UK
Client: Croud
Year: 2025

Prod Co: Pigg Films & SAND Visuals

LIVE ACTION:
Director: Edd Roberts
Producer: Alexander Handschuh
Exec Producer: Milo Burgess

DOP: George Harper
1st AC: Mindaugas Kairys
Gaffer: Alex Verber
Spark: Danaia Konstantinova

Stylist: Lucy James
H&MU: Dasha Taivas

Set Designer: Melina Vei Veropoulou
Set Assist: Eve Finnie
Runner: Hannah Cooper

Cast:
Jake Elias
Isabelle Mead
Jack Rolf
Erica Larkins
Amy Butterworth
Phoebe Hambridge
Garf Rees-Wells

Editor / Colourist: George Harper
Prod Co: Pigg Films

ANIMATION:

Director & Producer: Agnes Troszt
Exec. Producer: Milo Burgess

Set Design & Model Making: SAND visuals
Animator & Rigging: Denis Szanto
Edit / Grade / VFX: Balint Barbier

Prod Co: SAND visuals