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This is another great example of a good use of animation in an advert. John Lewis’ “The Bear and the Hare” is a beautifully well animated, emotional and unique piece of work.
The story is about a Bear that, naturally, hibernates during the winter and therefore has never experienced Christmas. However, his friend, the Hare, is determined to give him a gift he has never received before, the experience of Christmas. The animation’s soundtrack is Lilly Allen’s version of the Keane track “Somewhere Only We Know”. Her gentle and smooth voice really compliments the animation’s beautiful but slow pace style with a touch of magic.
The animation is very unique, especially nowadays where nearly all animation is done in 3D because the perception is that 3D will always produce better quality animation for the same price. There are a few animation studios that are brave enough to still use 2D animation because its expensive and the render quality is not as good, however the perception is that 2D will give a more fluid animation style. There are also a few madder studios that use stop motion animation because it provides the “human imperfection” that viewers love. What is unique about The Bear and the Hare is that is mixes 2D hand-drawn animation with stop motion animation and computer generated 3D effects. All superimposed onto a real life miniature set with beautifully detailed trees, snow, scrubs and all the other wonderful props.
This is a massive project. The 50+ team had to create the highly detailed snowy environment, hand draw every frame (nearly 4,000 in total) of animation for all the moving characters, print and cut each drawing, stop motion animation using the cut outs (which took 6 weeks to complete), add the special effects (such as snow flakes and frosty breath), remove any unwanted props (such as light rigs and prop stands), and colour grading. Basically, a hell of a lot of work!!!
The result was truly worth it. John Lewis has an advert which emotionally connects with the viewers and ties in very well with the rest of their “emotional Christmas” campaign. See examples below.
This is currently one of my favorite animation. Although not quite as good as the Twinning advert because it doesn’t quite have the same level of atmosphere and emotion, this Thatcher Gold advert is technically just as good and beautiful!
Both have the style of recreating a painted look (which is in-vogue at the moment). However, I suspect, based on the movement of the characters, the digital painting look was achieved by tracing over film footage. The Twinning advert chose a 3D animation pipeline.
I wonder how many digital paintings were created and blended together? Or did they manage to figure a way to create the effect of digital painting using 2D filters?
Whatever method, this is a beautiful piece of animation.
X-Pole asked BeanBox to help them battle the problem of illegal, cheap and substandard copies from China. One part of a bigger solution was to educate audiences to why X-Poles are far superior and therefore safer to use than illegal knockoffs. An animation was created to explain these key facts and the extensive technology that […]
Recently completed a short product animation for Helix to show the buyers what they can expect in a Helix Oxford set. This animation was used on Amazon. Contents include: Metal self-centring compass with a safety point 9cm Compass pencil Pencil Sharpener with anti-tamper screw Eraser 15cm/6” Ruler 45° and 60° Set Squares 180° Protractor […]
Work is continuing on regenerating White Lion Square. Designers and architects have been working hard on creating a new fresh look to the aging town square. Shopfronts are being replaced with a more open design. Windows and facades on the upper level will be modernism to bring back life to the area. White Lion House […]
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