The 2023 Ashes, sponsored by Laithwaites, saw the need for a wide variety of 5” & 15” idents. This sponsorship also supported the lead campaign “We Stop at Nothing“, which was Cain&Able’s first work with Laithwaites.

For this production, I took the lead across a variety of disciplines, including illustration + design, animation, audio, and delivery. Following an illustration-style brief, I researched and commissioned a series of character illustrations to serve as key-frame moments for the idents.

Using the approved illustrations, I worked closely with the creatives, Ted & Paul, as well as our design team, to set the STBs with a look and feel that matched the TVC in these idents, with relevant creative snippets in the Polaroid treatment.

Moving into animation is where these assets truly came to life, thanks to the talent of Tom Lockwood. After which, following the offline approvals, the cherry on the cake was added: audio.

The audio session was managed by myself, and carried out at Jungle with the main man on mic, the voice of Laithwaites, Mr Toby Jones.