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John Lewis “Shadows” 2008

John Lewis “Shadows” (2008) is a John Lewis commercial directed by Michael Gracey for Lowe & Partners, produced by Partizan. It won 2 awards, including Epica 2008 Silver Retail Services and British Arrows 2008 Bronze — Retail.

A group of people use everyday objects to create playful and imaginative shadow puppets on a white wall, culminating in a heartwarming Christmas scene.

Video: Michael Gracey on Vimeo

Frames

  1. A group of people in a white room create shadows on the wall using various objects, forming a playful and imaginative scene.© John Lewis0:00
  2. John Lewis “Shadows”, shot 2© John Lewis0:07
  3. People arrange objects to create a shadow of a woman walking a dog, with glitter falling and text appearing on a white wall.© John Lewis0:20
  4. John Lewis “Shadows”, shot 3© John Lewis0:28
  5. John Lewis “Shadows”, shot 3© John Lewis0:36
  6. John Lewis “Shadows”, shot 3© John Lewis0:44
  7. John Lewis “Shadows”, shot 3© John Lewis0:52

Stills © John Lewis. Made by Lowe & Partners, Partizan and Michael Gracey.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Shadow puppetry with everyday objects to create a Christmas scene.

Tagline: “Whoever you're looking for this Christmas”

shadow playeveryday objects as propscollaborative arttransformation of objectsChristmas magicreveal of the creators

The cut

Length
60 s
One take
39 s in a single shot

What creatives use John Lewis “Shadows” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of John Lewis “Shadows”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A group of people in a white room create shadows on the wall using various objects, forming a playful and imaginative scene.© John LewisJohn Lewis “Shadows”, 0:07© John LewisPeople arrange objects to create a shadow of a woman walking a dog, with glitter falling and text appearing on a white wall.© John LewisJohn Lewis “Shadows”, 0:28© John Lewis
    Frames from John Lewis “Shadows”

  2. 02How a one-take commercial is built

    39 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    A group of people in a white room create shadows on the wall using various objects, forming a playful and imaginative scene.© John LewisJohn Lewis “Shadows”, 0:07© John LewisPeople arrange objects to create a shadow of a woman walking a dog, with glitter falling and text appearing on a white wall.© John LewisJohn Lewis “Shadows”, 0:28© John LewisJohn Lewis “Shadows”, 0:36© John LewisJohn Lewis “Shadows”, 0:44© John Lewis
    Length: 60 s · One take: 39 s in a single shot

  3. 03Ad ideas: every spot built on a shadow play

    Before you present an idea, you need to know who has done it, and how.

    John Lewis “Shadows” is built on a shadow play. Search the library by idea to see every spot that uses it.

    Nike “Nike x Futura”© NikeRadio Shack “VCR”© Radio ShackMeta Reality Labs “Become The Knight”© Meta Reality LabsAppelsientje “Shadows”© Appelsientje
    Nike · Radio Shack · Meta Reality Labs · Appelsientje

More commercials by Michael Gracey

More from Lowe & Partners

  • IKEA "Dog" (2002) commercial still© IKEAIKEA “Dog” 2002Lowe & PartnersCannes Lions Gold 2002
  • Mercedes - Benz "Peter Pan" (1999) commercial still© Mercedes - BenzMercedes - Benz “Peter Pan” 1999Dir. Mehdi Norowzian · Lowe & PartnersD&AD Wood Pencil 1999
  • Diet Coke "Diet Coke Break" (1994) commercial still© Diet CokeDiet Coke “Diet Coke Break” 1994Dir. Jeremiah Chechik · Lowe & Partners

Award-winning retail commercials

Questions

Who directed the John Lewis “Shadows” commercial?

Michael Gracey directed it, produced by Partizan, for the agency Lowe & Partners.

Which agency made John Lewis “Shadows”?

Lowe & Partners created it for John Lewis (2008).

What awards did John Lewis “Shadows” win?

2 awards, including Epica 2008 Silver Retail Services and British Arrows 2008 Bronze — Retail.

What is the tagline of John Lewis “Shadows”?

“Whoever you're looking for this Christmas”

Sources for the credits and awards

britisharrows.comen.wikipedia.orgweb.archive.org