Hat tip to Promonews.
UPDATE: The making of video is up, and it’s simply astounding:
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 and an Ipad app. I love the blend of 2D characters against the background which I’m guessing is a combination of miniature and 3D backgrounds.
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.’
If you haven’t already watched Matthias Hoegg’s latest short, “Upstairs,” now is a good time to sink your eyes into it. If you’ve already seen it, watch it again. It rewards repeat viewings.
The short looks at the ways our imaginations run wild when given the slightest bit of sensory input — and how sometimes we don’t want to know the truth, even when it’s attainable.
Hoegg has a knack for crafting clever visual systems that act like narrative engines, pushing stories forward with a language of design. His characters operate in a playful space between iconography and naturalism that makes for unique, memorable experiences.
“Upstairs” was created for Random Acts on Channel 4 through Not To Scale.
Also make sure to check out Hoegg’s BAFTA-nominated “Thursday.”