Peter Pumpernickel and Father Christmas invite you to discover the Land of Make Believe here at Harrods this Christmas.
I was lead animator on this project for Harrods' 2014 Christmas marketing campaign. Every frame was posed by myself over the course of 28 long days. Shot almost entirely on singles, it marks the first time that I've been able to get such animation fidelity into my performances.
Click below to discover how little Peter Pumpernickel was brought to life in this behind-the-scenes look.:
Read on for the official description:
With stop motion animation known for its unique story-telling ability, A+C Studios were approached by TBWA/London to create ‘The Land of Make Believe’, an animated fairy tale of the story behind Harrods’ iconic Christmas lights.
In the tale, tiny mice help Father Christmas wrap gifts, but one tiny mouse, Peter Pumpernickel, is just too small to help, until he suddenly has his calling. Father Christmas takes Peter up to a hidden passage that leads to the front of the store, where Peter is able to twist a light bulb and turn on the famous Christmas lights we all know and love.
In a radically different direction to Harrods' previous Christmas campaigns, this is a huge step up for the brand in strengthening its iconic British status. It’s not all about the glitz and glamour usually associated with the upmarket department store; it’s all about telling a story and carrying the spirit of Christmas.
Jim Parkyn, a Head Model Maker at Aardman Animations, joined the team to lead the creation of tiny Christmas mice, which have bespoke fur made from thousands of fibres.
The animation took nine week to complete, with textures and movement bringing the characters to life and giving a sense of reality to the story behind the Christmas lights.
The animation will go out to email contacts from the 7th November and will be embraced through in-store events, such as the Harrods Christmas grotto and the Knightsbridge store's window displays, bringing another level of engagement and magic to the experience of shopping at Harrods this Christmas.
A+C Studios is an animation production studio, specialising in traditional lens based animation. However, there is nothing traditional about theirwork! They love to combine hand crafted and original stop-motion techniques with new and experimental ideas and design. With our dedicated in-house stop-motion studio and creative team, they can efficiently execute projects from initial brief to final production.