Wilko, Keeping up with the Rogers

  • Agency TBWA\Manchester;
  • Production Company Blink;
  • Director Zak Emerson;

MPC and TBWA\Manchester take to the seas for new Wilko Campaign

Rival groups of pirates attempt to one-up each other with their decorating skills in the hilarious campaign, consisting of three TVCs. Zak Emerson directed the ads, which mark the rebranding of homeware retailer Wilkinson to Wilko.

MPC’s VFX team, led by Dan Sanders, utilised numerous techniques to create the spots. Dan said “Zak wanted everything to look as natural as possible, which meant a few days out at sea and a bit of sea sickness amongst the crew. Back in the studio we worked on re-designing the ship that was shot to create a second ship for the rival pirates. 

We created new black sails, as well as colourful ones for the wide shot, re-designed the cannons and added embellishment on the sides of the ship. The weather wasn't always co-operating, so sky replacements also were needed for each shot.”

The team also utilised matte painting, creating the shot of the Wilko store on the cliff-face from scratch. Creative Director of Colour Grading Jean-Clément Soret completed the grade.  


  • Agency TBWA\Manchester
  • Production Company Blink
  • Director Zak Emerson
  • Agency Producer Lou Vasey
  • Executive Creative Directors Lisa Nichols & Gary Fawcett
  • Creatives Ant Harris & Zoe Harris
  • Production Company Producer Ewen Brown
  • Editor Joe Guest @ Final Cut
  • VFX Producer Julie Evans
  • VFX Supervisor Dan Sanders
  • VFX Team Bruno Fukumothi, Mark Stannard, Dan Cowley, Toya Drechsler, Leanne Goymer & Piotr Swigut
  • Grade MPC
  • Colourist Jean-Clément Soret

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