Britain’s Got Talent is coming back? Mind. Blown.

It’s a glitterbomb jamboree in Britain as the news gets out that ITV's Britain’s Got Talent Returns. 

With an upbeat eighties track and big, bright packs of glitter strewn about, this ad is a well-made nod to the glitz, glam, and performance of BGT. We watch as everyone, from the man selling newspapers to the bellhops at the hotel, get their tops blown off as they realize what they’re in for. The production doesn’t try to hard to make sense of it, we just see all the glitter pop off and float serenely down as people celebrate, dance, and cheer. 

Directed by Chris Balmond, the work displays a perfect comedic timing that had to be painstakingly planned out. Combining both practical and digital effects, the work coming out of Freefolk is convincing and polished. Confetti was shot in every scene, but mostly used as a storyboard for what would come out of the VFX studio itself. 

The end result is a short, punchy advert that looks practical and is, in fact, digital. With just enough work in computer graphics to make the confetti look incredible, the strength of the ad is in how it convinces you it’s real, and the artistry of the team at Freefolk.