Allegro unveils a modern fable about parenthood + imaginary friends in Xmas spot via DDB Warsaw
In the lead-up to Christmas, Campaign Brief is shining a spotlight on the season’s most anticipated campaigns from around the globe. As these campaigns roll out, we’ll be rounding up the highlights to keep you in the loop.
Minted Content director Sune Sorensen and DDB Warsaw have unveiled a warm holiday film for Allegro, reminding parents that the greatest gift they can give their children is time.
The spot follows Ida, a young girl whose imaginary friends help pack her school lunch or catch the bus on time. Others keep her company when she’s alone or cheer her up when she’s down.
What they all have in common is that they fill a void – one, her busy parents struggle to fill.
The film features a new recording of the Ben. E. King classic “Stand By Me” by musical singer Lucy Zahn (“Frozen”) and stars London talents Delilah Bradley, Bruce Mackinnon, and Grace Rowe. Its production blends practical techniques with novel AI to bring Ida’s imaginary friends.
Says Sorensen: “It’s a very real story about parenthood and childhood, about the loss of innocence, about growing and not wanting to grow too fast, and about the little things that matter the most. It’s not tropey or clichéd, it’s a contemporary reflection on grappling with the balance of family, work, and life. Ida’s imaginary friends are more than an expression of her vivid fantasy, they’re a coping mechanism. That’s also why I didn’t want the infatuation with AI or effects to overshadow the heart of the film.”
Integrating AI at this scale required new creative and technical solutions, Sorensen adds: “AI is a powerful tool, but it behaves very differently from traditional VFX, so you have to understand both its limits and its advantages. Ideas that are traditionally costly (i.e. multiple characters) can be achieved with much less effort, while those that are usually accomplished more easily (i.e. interactions) can prove more complicated. But ultimately, story still comes first”.
The production took place in September and relied on a close collaboration between the production designer, Platige (post-production), and a mix of puppeteers, stilt artists, and theatrical performers; “Our whole team pulled together to make sure the actors had something real to play against. Everyone, including the agency and client, were aware of the importance of finding the right balance between warmth, whimsy, and grounded authenticity.”
Both Sorensen and Allegro have a history of successful viral Christmas campaigns, but this is their first collaboration together. Titled “The best world is the one we create together” – it’s already on its way to becoming another viral hit with 2m views since its release this morning.
DIRECTOR: SUNE SORENSEN
Represented by JSA and Castello
Minted Content, Los Angeles & New York.
Feels Like Home, Toronto. I-E, Paris.
DOP: EIGILD BRYLD
Represented by Artistry with Gregg Dallesandro,
Stacey Karp, and David Silavin
CLIENT: ALLEGRO
Karolina Sytnyk: Marketing Manager | Brand
Management
Olga Roloff – Woszczyk: Senior Employer
Branding Specialist
Daniel Piątkowski: Head of Group Brand
Marketing
Miłosz Regulski: Expert Copywriter
AGENCY: DDB
Chief Creative Officer: Zuzanna Duchniewska
Deputy Creative Director: Magdalena Kramer
Senior Art Director: Piotr Kopeć
Senior Copywriter: Marcin Rychlik
Group Account Director: Aleksandra Filipek
Senior Account Manager: Ewa Szarras
Senior Project Manager: Agata Niedźwiadek
Deputy Strategy Director: Łukasz Tarnowski
Graphic Designer: Barbara Zientek
PRODUCTION: MOON FILMS
Exec Producer: Magda Betlejewska, Jakub Ranik
Producer: Agata Wiśniewska
Production manager: Nela Niewiadomska
Production coordinator: Monika Wzorek
Production coordinator: Karolina Przyczka
Production coordinator: Michał Kontraktowicz
Production assistant: Michał Zawadzki
Post-producer: Julia Grzegórzek
1st AD: Bartosz Jastrzębski Dzida
2nd AD: Gniewko Falana
Storyboard artist: Fernando Thomas Argosino
Editor: Wojciech Włodarski
Sound operator: Piotr Lasota
On Set & VFX Supervisor: Konrad Dąbrowski:
Set manager: Piotr Lewar Karolak
Location manager: Paweł Chrząstek
TALENTS & CASTING
Delilah Bradley, (Hero Talent Group)
Grace Rowe, (AIM Agents)
Bruce Mackinnon (Toogood Management)
Courier: Franciszek Zieliński
Standin – Nikola Abashydze, Mira Fareniuk
Stilt walkers – Oliwier Korejewo, Norbert
Miśkiewicz, Mariusz Berkowicz
Puppeteers – Jan Stasiczak, Bartosz Krawczyk
Extras: Andy Max, Moon Kids, Opta
On-set coordinator: E.A. Ochnio
Movement coach: Kasia Pachelska
Casting director PL: Klementyna Szymańska
Casting director UK: Belinda Norcliffe
CAMERA DEPARTMENT
1AC/Focus Puller: Andrzej Hijewski
2AC: Tomek Ruszkowski
DIT: Rafał Szajkowski
DIT: Jan Wachowski
VA: Adrian Galus
Camera: ATM
LIGHT DEPARTMENT
Gaffer: Maciej Gary Garwoliński, Mariusz Maniek Szczęsny
Lighting technician: Cezary Elmerych. Marcin Kosiński. Patryk Zadrozny. Artur Karpisz. Igor Sterninski. Bartosz Szymaniak, Szymon Kelidis
Light: Heliograf
Genny: Euro Film Sebastian Żakowski
CRANE DEPARTMENT
Crane operator: Grzegorz Sankowski
GRIP DEPARTMENT
Key Grip: Patryk Kubat
Dolly grip: Mariusz Misiek Drążyk, Marcin Cybula
Car flatbed: Wojtek Piasecki Grip 7
BEAUTY DEPARTMENT
Make-up artist: Ewelina Mróz
Makeup Assistant: Julia Nykiel
COSTUME DEPARTMENT
Costume designer: Pola Gomółka, Gifted
Costume Assistant’s: Marta Osiecimska-Pawlik,
Alicja Rogalska, Kasia, Stankiewicz
ART DEPARTMENT
Set Designer: Monika Sajko
Set Designer assistant: Margo Iwaniuk, Filip Szarliński
Prop Master: Piotr Dziurny
Props assistant: Sylwester Skrzypczak, Piotr Pleskowicz, Kinga Jabłońska, Marcin Babik, Mateusz Kozak, Marcin Majewski
Construction crew: Mateusz Adach
SFX: Piotr Krzyczmonik
Stage hands: Yellowóz
TIKTOK & MAKING-OF
TikTok & Making-of Director: Michał Tomasiczek
Tik tok Editor: Michał Tomasiczek
Stills Photographer: Karolina Grabowska
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel