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M&S “Adventures in Imagination” 2015

M&S “Adventures in Imagination” (2015) is a M&S commercial directed by Michael Roulier for RKCR/Y&R, produced by Foodfilm. It won 3 awards, including Creative Circle 2015 Gold FILM CRAFT - Best Cinematography - Single and LIA 2014 Silver — Production & Post-Production / Cinematography.

This ad showcases the vibrant and imaginative world of M&S food, highlighting fresh ingredients and delicious dishes through dynamic, close-up visuals and a playful, rhythmic soundtrack.

Video: M&S on YouTube

Shot by shot

  1. A hand mixer whips egg whites in a white bowl, transforming them from liquid to fluffy foam, in a kitchen setting.© M&S0:04
  2. A close-up shot shows vibrant yellow passion fruit pulp with seeds, swirling in a white creamy substance, creating a visually appealing food shot.© M&S0:09
  3. A macro shot of white fabric with a textured weave, showing subtle movement and folds, in a bright, clean setting.© M&S0:13
  4. A raw, herb-crusted burger patty sizzles on a hot grill, with salt and pepper flakes scattered around it.© M&S0:17
  5. Eight seasoned shrimp sizzle on a black grill, with salt and pepper sprinkling down from above in a close-up shot.© M&S0:21
  6. A close-up shot shows a piece of grilled chicken with herbs being turned over on a grill with tongs, emitting smoke.© M&S0:23
  7. Melted chocolate is drizzled onto a dark surface, creating intricate patterns as it spreads and overlaps.© M&S0:27
  8. A close-up shot of alternating red and yellow bell pepper strips, arranged vertically, with a dark background on the right.© M&S0:31
  9. A close-up shot shows a loaf of bread being torn apart, revealing its soft white interior and crusty golden-brown exterior.© M&S0:34
  10. A close-up shot shows a metal zester peeling thin, curly strips of zest from a bright yellow lemon.© M&S0:40
  11. A close-up shot shows orange slices and bubbles in a golden liquid, as if boiling, with a shallow depth of field.© M&S0:44
  12. A translucent white sheet of pasta dough gracefully falls and folds onto a dark surface in a studio setting.© M&S0:49

Stills © M&S. Made by RKCR/Y&R, Foodfilm and Michael Roulier.

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

The idea

Dynamic food visuals, rhythmic sound design, and abstract transformations create an imaginative food journey.

Tagline: “ONLY M&S”

food pornmacro photographysatisfying ASMRabstract transformationsrhythmic editingingredient focus

The cut

Length
60 s
Shots
65
Average shot
0.9 s

What creatives use M&S “Adventures in Imagination” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of M&S “Adventures in Imagination”? 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 hand mixer whips egg whites in a white bowl, transforming them from liquid to fluffy foam, in a kitchen setting.© M&SA close-up shot shows vibrant yellow passion fruit pulp with seeds, swirling in a white creamy substance, creating a visually appealing food shot.© M&SA macro shot of white fabric with a textured weave, showing subtle movement and folds, in a bright, clean setting.© M&SA raw, herb-crusted burger patty sizzles on a hot grill, with salt and pepper flakes scattered around it.© M&S
    Frames from M&S “Adventures in Imagination”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of M&S “Adventures in Imagination” in order, with its length, framing and what happens in it.

    A hand mixer whips egg whites in a white bowl, transforming them from liquid to fluffy foam, in a kitchen setting.© M&SA close-up shot shows vibrant yellow passion fruit pulp with seeds, swirling in a white creamy substance, creating a visually appealing food shot.© M&SA macro shot of white fabric with a textured weave, showing subtle movement and folds, in a bright, clean setting.© M&SA raw, herb-crusted burger patty sizzles on a hot grill, with salt and pepper flakes scattered around it.© M&SEight seasoned shrimp sizzle on a black grill, with salt and pepper sprinkling down from above in a close-up shot.© M&SA close-up shot shows a piece of grilled chicken with herbs being turned over on a grill with tongs, emitting smoke.© M&S
    Length: 60 s · Shots: 65 · Average shot: 0.9 s

  3. 03Ad ideas: every spot built on a food porn

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

    M&S “Adventures in Imagination” is built on a food porn. Search the library by idea to see every spot that uses it.

    Marks & Spencer “This is not just food, this is M&S food”© Marks & SpencerChili’s “Chili’s is Back”© Chili’sLurpak “Crush Expectations”© LurpakJust Eat “Did Somebody Say Just Eat”© Just Eat
    Marks & Spencer · Chili’s · Lurpak · Just Eat

More commercials by Michael Roulier

  • Chobani "La Colombe - The World's Frothiest Draft Latte" (2024) commercial still© ChobaniChobani “La Colombe - The World's Frothiest Draft Latte” 2024Dir. Michael Roulier · Mrs&Mr
  • Cathay Pacific "Food Done Right" (2023) commercial still© Cathay PacificCathay Pacific “Food Done Right” 2023Dir. Michael Roulier · VCCP

More from RKCR/Y&R

  • Vodafone "Vodafone Family" (2014) commercial still© VodafoneVodafone “Vodafone Family” 2014Dir. Anthony Wonke · RKCR/Y&RBritish Arrows Gold 2014
  • BBC LOCAL RADIO "Show Your Love" (2010) commercial still© BBC LOCAL RADIOBBC LOCAL RADIO “Show Your Love” 2010Dir. Vince Squibb · RKCR/Y&RLondon International Awards Gold 2010
  • VIRGIN ATLANTIC "Love At First Flight" (2009) commercial still© VIRGIN ATLANTICVIRGIN ATLANTIC “Love At First Flight” 2009Dir. Traktor · RKCR/Y&RClio Awards Gold 2009
  • Lloyds TSB "For The Journey" (2007) commercial still© Lloyds TSBLloyds TSB “For The Journey” 2007Dir. Marc Craste · RKCR/Y&RBritish Arrows Gold 2007
  • BBC "The Greatest Show On Earth" (2016) commercial still© BBCBBC “The Greatest Show On Earth” 2016Dir. Againstallodds · RKCR/Y&RBritish Arrows Silver 2016
  • Warburtons "Take Off" (2011) commercial still© WarburtonsWarburtons “Take Off” 2011Dir. Guy Manwaring · RKCR/Y&RBritish Arrows Bronze 2011

Award-winning retail commercials

Questions

Who directed the M&S “Adventures in Imagination” commercial?

Michael Roulier directed it, produced by Foodfilm, for the agency RKCR/Y&R.

Which agency made M&S “Adventures in Imagination”?

RKCR/Y&R created it for M&S (2015).

What awards did M&S “Adventures in Imagination” win?

3 awards, including Creative Circle 2015 Gold FILM CRAFT - Best Cinematography - Single, Creative Circle 2015 Gold FILM CRAFT - Best use of Music - Single and LIA 2014 Silver — Production & Post-Production / Cinematography.

What is the tagline of M&S “Adventures in Imagination”?

“ONLY M&S”

Sources for the credits and awards

web.archive.orgweb.archive.org