Animating clothes is both fun and tests your problem solving!
It was great to get animating some clothes for Get The Label through 422 Shoots and also Agency One. GTL have great potential to get Animated with clothes. We all worked really hard to get our heads around the range of clothes and plan plan plan, that is why the shoot was such a success, it was all in the preparation before we even got into the studio!
It was a truly collaborative effort as Stalwart films brought their lovely motion control camera rig to the mix. This rig which was just like the Mark Roberts "Panther" from my Bob (the builder) days, which was like hello old friend! The also brought Dragonframe along too, which is my preferred software that I usually use. It is the best and so reasonably priced too! The filming took place at Big Shed in Trafford, so as you can see, a great team effort brought it all together.
This was also the first time I had worked with a stylist, Paula, which was great as I got some great tips and ideas from her. Not on my style (cheeky)! On the presentation of the clothes is the shoot! Paula started the process by getting some looks together, then the rest of the team planned out the clothes by layout and by action and swapsies as it were! Paula had not worked on an animated clothes shoot before so the benefits were mutual!
Once in the studio everyone pitched in to achieve suitably animated clothes by wire and mesh as well as laying clothes out in a production line ready. Down to that planning I knew exactly where I was at and where I was going - it was all very satisfying to have printed plans in my clip board and scribble through things once they were done- sometimes you cant beat having a hard copy.
We filmed long and hard to get the clothes animated across three days, I know that the team were chuffed with the efforts by all. The delivered product was three variations on the advert to include the breadths of the ranges of clothes available. The filming concluded with lots of post production requirements, handled by 422's Dave who I know already had a headache before filing concluded, he wears a hard hat now, just to be safe! Now lets watch the clothes get animated!
Start Rite shoes wanted to bring their shoes to life in three shoe animation shorts. They had a new range called X-glows decided it would be fun to create something that the children would enjoy! After all they get to wear the shoes. Stop motion for children's apparel is a perfect option as they are so light they are easy to animate!
The great thing about working with Start Rite was that they wanted us to do the creative too! They knew they wanted animation, but were open to the possibilities! We suggested three different ideas and they chose their favourite. The chosen concept was that every other shoe is flat compared to the X-glows, hence the strap line take your feet to another dimension. They chose three mini animations as they understood that short content is key and multiple content is even better.
In each short the flat shoes were attempting different activities without much confidence or success, then the X-glows burst on the scene and confidently lead the way!
We worked solidly from Flux studio space to create the sets and design illustrations for the shoe characters and the set. Once the illustrations were designed we had a great team of interns neatly cutting out shoes and set dressings, sliced fingers and plasters also accompanied them. The set was created so that we could build it in studio.
Once we were ready to shoot over at Z-film Studios in South Manchester, we had to get the set built and lit. As we were filming three short animations, we were able to carry on with set design and build whilst animating simultaneously.
Whilst animating, it was necessary for the shoes to be rigged once they were in mid air motion. I have rigs made up just like bulky armatures and using Climpex. Again the filming was done with a cannon camera and using Dragonframe software. The music and audio design was key to the finished product too by Paul Draper.
The end results was charming animations showing the products in a great light, marketing to the children for the first time. The results for Startrite were awesome as they have achieved over 41,000 views on You Tube and 37,000 likes on the Facebook page to demonstrate some great customer engagement.