Description
Smyths Toys Superstores is one of Europe’s biggest toy retailers, distributing millions of copies of its much-loved toy catalogue every year. For kids, the catalogue becomes more than something to browse. They carry it everywhere, circling their favourite toys and treating it like a best friend in the run-up to Christmas. So for the new campaign, we made it exactly that: a larger-than-life best friend made entirely from the toys inside. The 6ft toy-ful, joyful catalogue character, affectionately dubbed CC, is made from 700 CG toy models using a mixture of practical and visual effects.
This professional campaign titled 'Best Friend' was published in France, Ireland, and United Kingdom in September, 2026. It was created for the brand: Smyths Toys Superstores, by ad agency: Droga5 Dublin. This Film medium campaign is related to the Retail Services and Toys industries and contains 1 media asset. It was submitted 30 minutes ago.
Credits
Agency: Droga5 Dublin, part of Accenture Song
Chief Creative Officer: Jen Speirs
Chief Strategy Officer: Emma Sharkey
Chief Executive Officer: Jimi McGrath
Creative Director: Carina Caye
Group Creative Director: Stephen Rogers
Creative Director: Alex Ingarfield
Senior Art Director: Bruno Lopes
Copywriter: Niamh Aremband
Creative Director: Shay Madden
Agency Director: James Moore
Account Director: Gemma Sherlock
Account Manager: Donna McCarthy
Senior Account Manager: Steven Nagle
Project Director: Caitriona Coakley
Head of Engagement: Emer Fitzgerald
Head of Production: Jessica Bermingham
Executive Producer: Rory O’Connell
Producer: Siobhan Coakley
Business Affairs Director: Christina McGuckian
Business Affairs Manager: Dominique Mulvaney
Client: Smyths Toys Superstores
European Marketing Director: Sinead Byrne
European Marketing Director: Martina Ruane
Senior Designer: Leo Cannon
Production Company: Hungryman
Director: Alex Roberts
Managing Partner: James Sorton
Founding Partner: Matt Buels
Head of Production: Hannah Stone
Producer: Nicola Dempsey
DOP: Benjamin Kračun
Production Designer: Agnieszka Dębska
1st AD: Ty Hack
Production Manager: Jordan Maxwell
Service Company: Radioaktive
Executive Producer: Kate Galytska
Producer: Kasia Targońska
Production Manager: Justyna Trzeciak
Edit House: Stitch
Editor: Adam Spivey
Edit Assistant: Laura Reyes
Post Production: GABHA Studios
Creative Director & VFX Supervisor: Daniel Morris
2D Lead: Stephen Pepper
CG Lead: Rebekah King-Britton
CG Team: Keith Rogers, Alvydas Jatkialo, Herman Fernz
Character Animators: Tomas Juchnevic, Conor Ryan
Character Development Artists: Graham Gallagher, Donal O’Keefe
VFX Producer: Julie Nixon
2D Comp Team: Laura Bricnet, David Birkill
Executive Producer: Dafydd Upsdell
Colourist: Matt Turner
Audio Studio: Pressure Cooker Studios
Creative Producers: Astrid Iverson and Sarah van der Spuy
Foley Artists & Sound Designers: Denys Marcel, Angelique Murray and Dylan Apollis
Final Mix Engineer & Creative Lead: Alex Smillie
Music: Blackbook Music
Catalogue Retouching: Laundry Room (the-LR.com)
