Aardman Animation is one of the best-known creators of stop-motion animation in the world, famous for work that has ranged from music videos to Oscar-winning animated films.While the creative house is best known for its cartoon-y work that appeals equally to both adults and children, there’s no doubt that it has a reach that exceeds the bounds of the cinema. Rob Fletcher of Isobel said “We had an idea to build this machine and it is called the Colliderscope. And it is a machine that beautifully collides all these wonderful things together”
Daniel Cohen of Aardman animation explains: “What I like about shooting things for real, making things for real is, that it is not perfect. Those little imperfections I think is what people can relate to. They can see that someone has cut something and made it that shape. And it doesn’t move in a perfectly straight line. It moves in its own unique way”
The model is designed as a rotating piece that puts the material world on display, creating a fusion of fashion, art, technology and merchandising that is meant to bring about a unique feel for Hammerson shopping centers.
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The piece is unique in that each element is real – there’s no computer trickery going on here, but rather a singular work of inspiration that stems from the team’s love of authentic expression. There’s something magical about the reality of the piece, even if it is only meant for show – a certain kind of proof of realness.
Besides its quirky charm this little piece of advertising inspires me in these ways:
- Work with the technology that you love and master your craft.
- There’s beauty in imperfections.
- Commercial work can be incredibly rewarding for an artist who loves what he or she is doing.
Inspiration Behind the Scenes
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Credit Where Credit Is Due
ADVERTISER: Hammerson shopping centres
Rob Fletcher & David Alexander
CREATIVE AGENCY: Isobel
ACCOUNT MANAGER: Jamie Williams
ACCOUNT DIRECTOR: Sarah Frackowiak
MEDIA AGENCY: Carat
PRODUCTION COMPANY: Aardman Animations
PRODUCER: Denise Robinson
PHOTOGRAPHER : Daniel Cohen