We recently partnered with Irish agency Creed to create a visually rich, stop-frame 30-second advert for the Irish Government’s upcoming “My Future Fund” retirement savings scheme. Using a charming metaphor, the spot transforms pension contributions into scoops of ice cream—each one representing input from the employee and employer. The final touch? A cherry on top from the State.
Style: Stop Motion
Client: Irish Government c/o Creed
Year: 2025
The Project
We built a biscuity waffle cone using 3D-printed replacements that assemble themselves in mid-air, captured frame by frame. To create the ice cream effect, we developed a top-secret, camera-friendly solution that wouldn’t melt under pressure. The result? Tactile, playful, and visually engaging. Animated details like sliding doors, flags, and sparkles add texture and momentum to the sequence.
This was a joy to produce—an imaginative way of explaining how contributions combine into a future-focused pension pot, and a great way to spotlight a meaningful piece of social policy.
Credits
Irish Government Retirement Savings Scheme – My Future Fund
Agency: Creed | Creative Director: Tim Britnell Account Managers: Hazel Irwin, Erica Scott
Director/Producer: Chris Randall | DOP: Ben Jones | Camera/Lighting: Jonathan Garvey
Sets & Props: Amanda Haas, Hannah Phillips
Animation: Ian Whittle, Jess Mehler | Featuring: Jess Mehler, Elliot Thorpe, Gregory Cox
Graphic Design: Carl Hadley | Compositing: Lucy Wallace, Michael Gregory
Production Coordinators: Holly Androlia, Omari McCarthy | Sound Design: Neil Haggerty
BTS Photography: Lucy Barriball
About Ireland’s “My Future Fund” scheme
Set to begin phased rollout from late 2025, My Future Fund is a new auto-enrolment retirement savings scheme aimed at workers not currently in a pension. With contributions from employees, employers, and the State, it’s designed to simplify saving for retirement and ensure more people can build a secure financial future—regardless of where they work or how often they move jobs.