McVitie's (Pladis)
MY ROLE
Animation
2025
LIVE AT
Piccadilly Lights, London · Amsterdam · Stockholm · Helsinki
A century of Chocolate Digestives, celebrated on the UK's most famous screen.
In 2025, McVitie's Chocolate Digestives turned 100. The agency To Boldly Go entered Ocean Outdoor's Digital Creative Competition, where the prize is the screens themselves, to give the nation's favourite biscuit a birthday as big as its reputation. I helped the team there bring it to life.
Working from the winning concept, I brought it to life for the screen: slow, indulgent close-ups of the chocolate digestive, building to a simple payoff of a 100 where the zeros are Chocolate Digestives, one with a bite taken out.
The screen is curved and split in two: a narrow brand panel holding "100 Years, the nation's favourite", and a wide hero canvas for the animation. There's no sound and only seconds of attention, so every scene had to read instantly from street level, and the loop had to hold up to being watched again and again.
The full Piccadilly Lights animation, 40s
Ocean went on to feature the campaign across 4 different locations.
Ran on the Piccadilly Lights in 2025, then across Ocean's screens in Amsterdam, Stockholm and Helsinki.
Created at To Boldly Go.
Animation: Georgie Sullivan
Concept & competition entry: To Boldly Go creative team