Rushes complete taxing commercial

Rushes have completed work on the first of a series of commercials promoting Family Tax Credits.
The commercial opens with a bank note style illustration, with a young child riding on his plastic fire engine in the middle. The camera moves over and some text appears in the style of a bank note reading "9 out of 10 families who are bringing up children are entitled to tax credits". We are then introduced to four families with children all in different circumstances. All are entitled to tax credits and they are encouraged to claim them "because it's money with your name on it", explains a voice over.
Live action characters were shot by Mark Denton and sent to Passion, who designed the scenes and graphic elements in varying animation styles to imitate the etchings on bank notes. The challenge at Rushes was to combine the traditional line animation, 3D animation and illustrations with classically shot live action to create one seamlessly crafted piece. Graphic 'screens' were added to the people to match the style of characters as they are depicted on notes. The layering of each vignette ensures that the scenes appear as if on separate plains and the grading, also completed at Rushes, imitates the varying colours found on notes over the years.
(GB)