This was the first commercial in the very successful John Lewis campaign, started at Lowe, continued at Adam and Eve.
Michael Gracey was the director, a lovely guy, who went on direct all of the T-Mobile flashmob ads.
The brief was 'the perfect present for everyone', focussed on the individual. And we had to show a lot of product.
It was shot in one shot, quite an achievement when you factor in the sped-up bits, the choreography and the music (Prokofiev).
Artists had been working with objects and composite shadows for years. It was time for a brand to have a go too.
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