Morrisons
Dedication
Brand
ProjectDedication
Date
Feb 2025
Description
Morrisons showcases the care behind everyday cooking in their latest commercial, Dedication. The film focuses on intimate food preparation, highlighting the meticulous details of meal assembly from basting a steak to setting a table. Developed with agency partner Leo Burnett UK, the project channels a cinematic aesthetic through deliberate close-up angles and warm lighting. The work leans into live-action techniques to emphasize the textures and atmosphere of a home-cooked meal, supported by music and sound design from Ninja Tune and media strategy by Wavemaker UK. Sliced Studio provided animation for the production.
Style
Horizontal, Cinematic, Warm
Industries
Grocery
Color
Chocolate
Forest Green
Context
TVC / TV Commercial
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