In 2013, creative agency adam&eveDDB were already on a roll with their John Lewis Christmas adverts. The animated tale of what happens to two friends when the first snowflake falls was shot then put together throughout the summer.
The suggestion to combine 2-D and 3-D came from Blinkinc, Simon continues:
“It was both an original approach and a great way to bring the traditional feel of the animation right up to date.”
The style and content harkens back to classic English illustrated children’s books, and the campaign extends to other platforms such as interactive ebook, classic kids book.
From the press release:
‘The marriage of traditional hand-drawn 2D animation with stop-frame model animation creates a tangible world full of texture and detail that conveys the honesty behind the John Lewis Christmas message.’
The animation process involved constant shifts between 2D and 3D worlds. In order to achieve this complicated combination the whole film was first created in Blinkink Studios as a 3D previsualisation animatic with all the sets and characters built to scale. This allowed everything to be developed and planned alongside the modelmakers and animators, thus integrating the different disciplines and processes before the set was built or the characters were printed.