Gas Networks Ireland - Tommy McAnairey Campaign - 'Poxy Chores'

  • Directors

    Gavin Kelly & Simon Burke

Tommy McAnairey — the ‘canary down the coal mine’ ambassador for Gas Networks Ireland’s carbon monoxide awareness campaigns — was yet another case study in how an animated character can bring authority and notoriety, while effectively communicating a brand’s message year on year in ever-evolving and richly entertaining ways.
From his inception as a gruff, dark-humoured Irish trad singer, to his evolution into a self-promoting star — and later, through the introduction of his daughter, Drimnagh — Tommy consistently maintained a deep connection with his audience.
Meanwhile, Piranha Bar upped the ante with every campaign: advancing 3D feather systems, rendering technology, and increasingly intricate animation as Tommy’s fame grew.

'Tommy Promo'

'Brown Bread'

'Tommy McAnairey'

Process Reel

Campaign Credits

'Poxy Chores':

Directors: Simon Burke & Gavin Kelly
Producer: Emily Brady
CG Supervisors: Sam Boyd & Simon Burke
Character Grooming: Ciaran Talbot
3D Artists: Iobhar Stokes, Cormac Kelly, Kat Stachura & Ciaran Talbot
Concept Design: Shaun Kelly
Animation Lead: Conor Ryan
Animators: Iobhar Stokes & John T Coomey
Compositing: Gavin Kelly & Dan McNicholl
2D Design & Animation: Alex Murphy

Agency: Publicis Dublin
ECD: Ronan Nulty
Senior Writer: Peter Dobbyn
Senior Art Director: José de Olivera
Agency Producer: Niamh Skelly
Business Director: Ger Jones
Account Director: Jeremy Stanley
Account Manager: Ali Cooke
Account Executive: Tori Campbell
Strategy Director: Chloe Hanratty
Strategy: Niamh O’Shaughnessy
Content Director: Phillip Byrne
Technical Lead: Cian McIntyre
Head of Social: Clare O’Hanlon
Lyrics: Peter Dobbyn & Ronan Nulty
Performer: Paul Woodfull
Audio Mix: Mark @ Mutiny

'PROMO':
Director: Simon Burke
Producer: Emily Brady
CG Supervisors: Sam Boyd & Simon Burke
Character Groom: Ciaran Talbot
3D Artists: Iobhar Stokes & Kat Stachura
Animation Lead: John T. Coomey
Animation: Iobhar Stokes
Compositing: Gavin Kelly & Dan McNicholl
Concept Design: Shaun Kelly
2D Design & Animation: Alex Murphy
Music Lyrics: Sean Timbs & Ronan Nulty
Performer: Paul Woodfull
Audio Mix: Mark @MutinyAgency: Publicis Dublin

Agency: Publicis Dublin
ECD: Ronan Nulty
Senior Writer: Sean Timbs
Senior Art Director: José de Olivera
Agency Producer: Niamh Skelly
Business Director: Ger Jones
Account Director: Jeremy Stanley
Account Manager: Ali Cooke
Account Executive: Tori Campbell
Strategy Director: Chloe Hanratty
Strategy: Niamh O’Shaughnessy
Content Director: Phillip Byrne
Technical Lead: Cian McIntyre
Head of Social: Clare O’Hanlon

'TOMMY McANAIREY' & 'BROWN BREAD':

Director: Gavin Kelly
Producer: Dave Burke & Lorraine Geoghegan
Lead 3D, Character Design & Animation: Simon Burke
Lead Animator & Rigging: Sam Boyd
3D Grooming: Mario Domingos
Composite: Gavin Kelly
Initial Character Design: Ian Benjamin Kenny

Agency: Rothco
Creative Director: Shay Madden
Copywriter: John McMahon
Agency Producer: Jessica Derby
Sound: Mutiny
Music & Vocals: Paul Woodfull

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Richard Chaney

Partner - Creative Head of Studio

Richard leads the studio—inspiring our multidisciplinary team, scouting emerging global talent and driving exploration of cutting edge technology. With his years of insight working with creatives, he translates studio briefs and collaborates with clients to produce award winning work.

Richard also develops original IP and builds creative partnerships with global brands. He has collaborated with some of the world’s leading names, including Juventus Football Club, Takara Tomy, Heineken, Three Mobile, Virgin Media, and Citroën.

Richard once designed Ireland’s first circular stamp.