Passion Pictures came to us with an exciting design-focused brief from BBH London. It asked for us to create an animated film that feels like an adventurous game for British Airways’ Avios points program.
The film features a hero female protagonist as she embarks on fantastical adventures while collecting and spending Avios points worldwide. The tricky part of the project was how personalized the film is meant to be for each and every viewer. Depending on where in the world the user is located, where they want to go, and how many points they currently have, the video is unique. This meant we had to create a gamut of alternative scenes and endings. (Fifty-four versions in total!)
To solve the challenge of generated personalized content, we created a toolkit with detailed scripts in After Effects with different scenes, tiers, and endings. Through British Airways’ YouTube player, the film is auto-rendered and unfolds depending on the user.











Behind the scenes




















Credits
Client
British Airways
Agency
BBH London
Production Company
Passion Pictures
Director
Tendril
Executive Creative Director
Alexandre Torres
Creative Director
Leo Mateus
Passion Head of Production
Ryan Goodwin-Smith
Passion Producer
Dom Thompson-Talbot
Tendril Executive Producer
Kate Bate
Tendril Producer
Leah Wesolowski, Anne Deslauriers
2D Animation
Leo Mateus, Marisa Fernandez
2D Character Design
Rodrigo Rezende
Lead Design; Concept Art
Emilie Muszczack
3D Lead Animation
Luis Guilherme
3D Animation
Will Sharkey, Alexandre Veaux, Florent Arnould
Modelling Supervisor
Ben Pilgrim
3D Rendering
Alexandre Veaux, Florent Arnould
Character Modelling
Vini Nascimento, Christian Hecht
Additional Character Modelling
Luis Guilherme, Alexandre Veaux, Florent Arnould