Image
Top
Navigation
April 26, 2015

THE BEAR & THE HARE

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.

Yves Geleyn and Elliot Dear worked with the talented team at Hornet / Blinkink to produce this heartwarming story of The Bear and The Hare.

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.

Post-production was done in-house in Blinkink’s animation studio, and the final grade was completed at MPC.