HMRC - Making Tax Digital

For this campaign for HMRC, we teamed up with agency Pablo to turn a serious message into something memorable.

The star of the ad is a chatty little radio who delivers an important reminder to freelancers and landlords about upcoming tax changes.

To make him feel real, we handled every stage of the character’s creation, from early modelling and rigging through to texturing and lighting — giving the radio a playful personality and plenty of charm. The environments were crafted with the help of AI, adding richness and variety while keeping the overall look lively and modern.

CREDITS

Client - HMRC

Agency - Pablo London

Animation - Blind Pig

Executive Creative Director - Ric Comline

Creative Director - Sean Cooper

Project Lead - Kingsley Harris

Compositing - Ric Comline

Lighting & Texturing - Kingsley Harris, Ric Comline

AI Artist - Sveety K, Ric Comline

Character Design & Modelling - Kingsley Harris

3D Animation - TBC

Motion Graphics - William Smith, Neil Szymanski, Patrick Lerwill

Executive Producer - Josephine Gallagher

Producer - Roberta Fox, Yasmin Tilly

Production Assistant - Ben Riley