A+C create ‘Land of Make-Believe’ for Harrods this Christmas
UK department store Harrods has launched its 2014 seasonal campaign with the short animated fairytale A Little Christmas Tail.
The film was produced in nine weeks by A+C Studios – with lead animator duties by James Harvey and modelmaking assistance from Aardman‘s Jim Parkyn – who had been approached by Harrods’ creative agency TBWA\London to tell an original story behind the world famous Harrods Christmas lights.
The short itself was created using a combination of stop-motion animation and illustrated 2D backgrounds, constructed into a 3D backdrop in the studio to create a ‘storybook’ feel.
On using stop-motion to tell the story, director Dan Richards says
Stop motion animation has a beautifully nostalgic quality, which I think was perfect for this Christmas story. It brings a real magical feel with the craftsmanship of the puppets and is known for its unique story-telling abilities.
When I was a child, I loved watching stop motion and seeing characters brought to life with texture and this unique style of motion. I knew the models weren’t real but at the same time it was hard to understand how they were moving and why they looked so lifelike. Stop motion adds a sense of reality to a story and is a perfect method for bringing to life the story behind the iconic Christmas lights and will have a real appeal to everyone’s inner child this Christmas.
The campaign has been conceived to tie in with the store’s popular seasonal traditions, such as the Harrods Christmas Grotto and The Festival of Christmas, which will launch this weekend.
Watch below to get a behind-the-scenes look at the making of the spot: