Product animation
THE BRIEF
We wanted to explore how everyday objects could be brought to life in a series of social first shorts that transformed ordinary tools into screen stars. Having selected a range of workshop tools with different features and movement, we devised light-hearted stories and characters for each that would celebrate each tool’s individual personality and purpose.
The creative brief had only one rule – that we use our real tools to remain faithful to the look and functionality of the actual objects themselves.
OUR PROCESS
As each tool was limited in its features, bringing them to life involved collaborative creative problem-solving. Each tool was rigged to allow for the broadest range of movement and animated via the rig in most cases.
We added touches of glamour, mystery or celebrity with in-camera cinematography, and used a range of production processes to create environments for each scenario, from physical set and prop builds with practical on-set lighting to shooting on green screen. We used digital techniques to composite, refine and polish the results in post.
THE RESULTS
Our attention grabbing campaign ran over several months, and was planned for release alongside key events including London Fashion Week, Halloween and New Year. As each short was under 10 seconds and actual products were used, we were able to shoot sequences far more rapidly to meet our tight schedule and accommodate changes.
The campaign received good engagement and presented the products in a fun and memorable way – perfect for FMCG, retail and other seasonal product marketing campaigns.
CREDITS
Directors: Emma Windsor, Aiden Whittam
Animators: Emma Windsor, Joey Hawks
