Birmingham-based animation studio Second Home Studios has delivered a charming and visually inventive stop-frame commercial for the Irish Government's upcoming My Future Fund, a new national retirement savings scheme set to launch in 2026.
Commissioned by Irish creative agency Creed, the 30-second spot uses hands-on animation to transform a complex financial message into a delightfully simple metaphor: a growing ice cream cone built by contributions from the employee, the employer, and finally the State, represented by a cherry on top.
Shot entirely at Second Home's Birmingham facility, the production used:
Chris Randall, director and founder of Second Home Studios, said: "This was a joy to work on, not only because of the quirky visual challenge, but because the message really matters.
“Pension awareness and access are increasingly important issues.
“Stop-motion continues to endure as an animation medium because it is founded on craft, making it tactile and instantly appealing. Ideal for spotlighting important pieces of social policy."
My Future Fund is part of Ireland's forthcoming automatic enrolment system, designed to help workers not currently saving for retirement by combining contributions employees, employers, and the State into one portable pension pot.
