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14 January 2014

John Lewis - Bear and Hare - 2013


Hi everyone,

Having just left behind the Christmas festivities, I am sure most people would have seen the John Lewis Christmas advert on TV. Just as a reminder, it was the awesome one with the bear and the hare who were best friends. The video is embedded below as well as a link to it on Youtube.

Some of you may not have been aware but the song in the advert was sung by none other than Lilly Allen. She has recently returned to music having previously retired. What I would like to discuss today is the music video that has been created for that song.

Image courtesy of Google Images

Image courtesy of Google Images

The video is visually stunning and not only impresses with its content but also its visual style. The creation of this piece of animation uses a combination of traditional stop-motion animation and cutting edge CGI techniques. All of the environments have been painstakingly created through traditional modelling techniques. From the snowy Christmas tree to the amazingly detailed forest floor, everything has been handmade from scratch. You can almost feel the passion and attention that has been put into the final environments.

Image courtesy of Google Images

When it comes to the characters and animals in the animation there has been a very clever mix of modern techniques and traditional animation. The studio has opted to digitally animate all of the animals as you would any other modern cartoon/animated movie such as The Simpsons or various Disney movies. They then chose to print out each frame of these animations and use them as the plates to create the stop-motion animals. This technique not only allows the animators the ability to fine-tune everything digitally and create a much more realistic, smoother feel, it also keeps the visual impact of a hand animated stop-motion experience.

Image courtesy of Google Images

On one hand you could consider this method as cheating as they are not really using stop-motion for the animals as they are already animated using a computer. On the other hand you could see it as we do here at SoVibrant and that it is purely progress. Animation is constantly evolving and this is just the latest in a long line of modern techniques to improve and streamline the process.

Image courtesy of Google Images

Image courtesy of Google Images

This choice of animation techniques as well as the story they tell in the advert make this my favourite of all of the 2013 Christmas shopping commercials.

Media Productions
www.sovibrant.co.uk


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