© 2019 Fin London Ltd


Fisherman's Friend



After Fin was recommended to Fisherman's Friend by Channel 5, the brand approached us with the unusual challenge of devising and producing sponsor creative for two series: Extreme Fishing with Robson Green and Rory & Paddy’s Even Greater British Adventure.


The brief was to feature - and narratively develop - the line-drawn/cell-animation already based on the brand’s face, ‘Lofty’ - the trawler skipper. 


We developed Lofty’s seaborne environment into one consistent look – but for two quite differently scripted sets of multiple idents. For Extreme Fishing, Lofty stayed out in the ocean, comically varying his catch - while on '...Adventure,' he toured Britain’s coasts and rivers to visit cartoon versions of iconic locations.


Once the scripts were signed off, animator Dylan Lategan flew practically solo - delighting the client by bringing brand character ‘Lofty’ to life over the course of 16 episode-related, round Britain scenarios.