December 15, 2021

2021 In Review: James McVitie

James McVitie, MD at Creative Content Works

Wow! 2021 has been quite the year for Creative Content Works… The last 12 months have been challenging yet rewarding, and it has forced us to reflect on what’s important and make sure our business has been able to continue to adapt and support our clients in these uncertain times. 2021 has been a year full of growth, achievements, and successes. Like many businesses we’ve had to continue to adapt our ways of working (from a creative hub that’s mostly office-based), to working from home pretty much overnight. Since then, we’ve managed to carry on without disruption, and in 2021 we’ve produced some incredible projects for some leading brands and retailers. We’ve built some innovative new tech and hired plenty of fresh faces! 

Now we’re heading into 2022 with a serious spring in our step and ambitious growth plans for the year ahead.

For those that haven’t been following our journey so far – here are some of the highlights:  

25+ New Clients 

With over 25 new clients added to our roster this year, there are too many to list here, so we’ve asked some of the team to pick out their favourites.

Jo's Choice - Magnet

Client: Magnet | Services: Creative + Interior Styling + CGI + Video | Team - Account Director: Laura Richards, Producer: Tarnia Armitage, Styling: Molly Woodward-Moor, 3D Modeler: Mihail Topalov, 3D Artist: Dimitar Dimov, 3D Artist: Tom Fitzpatrick, Retoucher: Lois Preston
Client: Magnet | Services: Creative + Interior Styling + CGI + Video | Team - Account Director: Laura Richards, Producer: Tarnia Armitage, Styling: Molly Woodward-Moor, 3D Modeler: Mihail Topalov, 3D Artist: Dimitar Dimov, 3D Artist: Tom Fitzpatrick, Retoucher: Lois Preston


"I think this room-set really captures the Nordic Hygge feel the client was after and it really pushed our boundaries of what's possible in CGI. From the gorgeous inspiration imagery we found, to putting this kitchen together - every little step of the way was enjoyable to be part of. This is also the first time we used photogrammetry on food and it was really successful. It showcases the talent of the whole team, from the impeccable styling to the 3D artistry and modelling." - Joanne Thatcher, Head of Styling at Creative Content Works

Dan's Choice: Cotswold Company - Outdoor

Client: Cotswold Company | Services: Creative/Art Direction + Interior Styling + CGI | Team - Account Director: Dan Selas, Producer: Jessica Edge, Art Direction: Grant Tildsley, Styling: Molly Woodward-Moor, Modeller: Mihail Topalov, 3D Artist: Zdravko Rangelov, Retoucher: Lois Preston

Client: Cotswold Company | Services: Creative/Art Direction + Interior Styling + CGI | Team - Account Director: Dan Selas, Producer: Jessica Edge, Art Direction: Grant Tildsley, Styling: Molly Woodward-Moor, Modeller: Mihail Topalov, 3D Artist: Zdravko Rangelov, Retoucher: Lois Preston
Creating good quality, photoreal outdoor environments are notoriously difficult, but I feel we've mastered it with this set. Also, this project for Cotswold Outdoor is a really good example of us convincing a client of the benefits of CGI and them embracing it - to the point that they expanded the use of CGI into other areas of the business (they asked us to produce their entire upholstery range in CGI too!)”  - Dan Selas, Account Director at Creative Content Works


Grant's Choice: Iconic Nordic Rooms

Client: Iconic Nordic Rooms, Grand Walnot | Services: Creative + Interior Styling + Art Direction + CGI & VFX Animation | Team - Producer: Tom Rosson, Styling: Molly Woodward-Moor & Ellen Eckford, Shader Artist: Hristo Staykov, 3D Artist: Thomas Fitzpatrick and Zdravko Rangelov, Retoucher: Lois Preston, VFX Animation: Milko Stoev

“Not only is it a beautiful room set but it uses every area of the business from styling, scanning, modelling to animation.” - Grant Tildsley, Creative Director at Creative Content Works

Laura's Choice - Dreams: Halloween


Client: Dreams, Hugo Halloween | Services: Interior Styling + CGI + VFX Animation | Team - Account Director: Laura Richards, Producer: Natalie Ladden, Styling: Molly Woodward-Moor & Nadia Wrotecka, 3D Artist: Atanas Petkov, Stopmotion: Grant Tildsley.

“With relatively few assets, some creative post-production, and a dash of sound design - still images can quickly change the feel and atmosphere. Dream's Halloween set has got to be one of my favourites!” - Laura Richards, Account Director at Creative Content Works

And now for something a bit different….

Creative Content Works has long been known for our CG capabilities particularly in interiors and retail. A change in strategy over the last 12 months has seen a lot of different projects come our way. 

You might not know but we do a lot more than still CG imagery. Behind the scenes we work to bring ideas to life through Brand Creative, Campaign Ideas and Strategy. Whether it's a marketing video for TV, your eCommerce site or social media - we provide the full end-to-end production, from ideas and storyboarding, the shoot, to post-production. We're also developing interactive 3D configurators, Augmented Reality Tools, 360° product imagery, scanning and of course more beautiful photoreal CGI projects. 

Here’s a selection of projects showing the variety of work we produce: 

Serious Pig 

This year has been a massive one for our Creative team, with no less than 6 (yes 6!) TV adverts produced in 2021. 

We love working with challenger brands and it’s our job to try and disrupt the status quo. One of our highlights has to be our new advert for Serious Pig’s Christmas campaign. Shot in a couple of hours and produced at breakneck speed we managed to turn this around in just a few days. 

We managed to get a major celebrity endorsement with the legend that is Joe Wilkinson. Here's to Joe - the people’s underdog!

Funkin Cocktails

From storyboard to final TV ad in just 5 weeks. Funkin unbelievable right?

We’re very proud to share our Christmas campaign with Funkin Cocktails - coming to a TV (Channel 4, Sky, ITV), store, or phone near you.

We loved every second bringing Funkin’s ideas to life. From creative storyboarding to the shoot and post-production.


Dreams: Log

Our talented team of 3D artists and animators loved working on the CGI version of Log, expert in all things slumber and the face of Dreams latest campaign!

From 3D scanning, photogrammetry to 3D modelling - a lot went into bringing this little mascot to life. Now Dreams are able to use Log’s assets in-store, online and across all digital channels, including this TV commercial.


Kraken Rum

Kraken Rum came to us to create an engaging, interactive experience to promote their new signature serve. Thanks to our use of CGI and Augmented Reality, Kraken’s Beast now comes to life seamlessly, from beer mat to phone, powered by 8th Wall. 

Don't take our word for it. View the QR code - if you dare!


Our Showreel

We wrapped up the year with our new showreel that is now live on the VM+ website – and it’s our most epic yet. It shows some incredible work with the likes of adidas, Next, Serious Pig, Feather & Black, The Cotswold Company, Dreams, BrewDog and many more.


Fresh Faces

As you can tell, we’ve had plenty of projects to keep us busy over the past 12 months. 

To keep up with demand, we’ve hired 19 new starters to join the VM family across every area of the business: Ideas, Production & Tech. 

Our growth plans are even greater for 2022 when we hope to grow the team by 25%.

Innovation & Technology 

Everything we do at Creative Content Works relies on and uses Technology – it’s the cornerstone to every client’s campaign success. From CGI to 3D scanning and photogrammetry, we’re always looking for ways to make our content production better, faster and cheaper! 

Throughout 2021, we’ve continued to evolve our offering: 

Looking to the Future

2021 has without a doubt been our most successful year yet. Not only have we survived 3 lockdowns, but we’ve delivered the best year ever in terms of results. We’ve grown the business by 80% YoY, gained 25 new clients and created 11.7m images (in one project alone).

Looking ahead to 2022, we've continued to set the bar high with some equally ambitious plans. We're aiming to grow the business again by 60% YoY, expand the team by 20 new members and continue to push the boundaries of new technology, services and solutions.

Before I sign off, I’d like to take this opportunity to thank the team - without who's effort and dedication behind the scenes, this really wouldn’t be possible.

With that, I'd like to wish you all a very Merry Christmas and we look forward to sharing even more new and exciting content in the New Year!

Best Wishes,
James McVitie - Managing Director, Creative Content Works

About Creative Content Works

Creative Content Works, formerly Visual Method, is a full-service content production studio based in Manchester, London & Sofia. We're a team of 96 creative agency, production and technical experts specialising in photorealistic CGI, VFX and strategic content for some of the largest retail and consumer brands in the UK.

We have a simple philosophy… produce great content, at speed and scale, delivered by experts.

We're a passionate team of creative thinkers and tech innovators. We build powerful partnerships with brands, solving creative challenges for a digital future.