CGI animals are appearing in more ads than ever before, and with the success of John Lewis’ annual Christmas campaigns, it’s easy to see why. Marketers are not only reaching for our furry friends to tug at their audience’s heartstrings, but are no doubt taking inspiration from the wonderful world of social media and its meme culture, where bitesize videos of cats, dogs and various other animals, are ruling the roost when it comes to shareability and engagement. So, can you imagine our excitement when we discovered a studio that not only produces world class CGI animals, but are some of the most innovative, efficient and collaborative creators in the world?
We’re not lion! Lemonade is beyond proud to welcome “digital zoo” creators, FABLEfx to its roster. Hailing from Sweden and founded in 2015, FABLEfx has already worked with clients such as VW, Ferrero & Nivea. Their team consists of a handful of senior artists and producers that have over 20 years of experience in the SFX and VFX industry. Their custom-made pipeline allows them to use resources throughout the world and tailor each production to their clients’ needs by hand picking the most skilled and efficient artists for the job.
When FABLEfx founder Kaj Steveman first approached Lemonade founder, Corin West, he couldn’t have been more eager to check out their latest venture: “I first met Kaj when I had the fortune of working with him back when he owned Fido. They were this cool, Swedish company that made phenomenally realistic animals for half the price of anyone else in the UK. They were incredibly efficient and remarkably friendly - it’s the Swedish way of doing business. Their whole philosophy is based on combining creative thinking, tech, innovation and collaboration.”
Excited to see what Kaj and his team had been cooking up since they sold Fido, Corin was immediately joined by his discerning 3-year-old daughter to check out FABLEfx’s work: “I don’t always drag my daughter to work, but for some reason she insisted on watching the spots with me. It’s hard to say ‘no’ to toddlers sometimes and to be honest, I realised her very high standards could be invaluable!”
Corin was blown away by the craft and creative quality of their new work, it was even better than he had remembered. He then saw a spot for OTTO which they worked on, starring an opera singing French Bulldog called Oscar and says, “I liked it, but my daughter loved it; she was smiling from ear to ear!” From there, Corin was sold, and here we are today!
With a firm focus on world class VFX, FABLEfx use the latest technology to be the most flexible and cost-efficient studio on the planet. And if it's not available off the shelf, they’ll build it - how’s that for productivity? Their adeptness, wealth of knowledge and resources truly sets them apart from other studios and they really can create any animal, at any time.