New Balance are perfect first clients for STC as they appreciate grassroots initiatives
The 420 range is a very important shoe for New Balance, it is a very popular shoe and equally it was important to create a children’s option. Now the children’s range matches the adult range, but remain child specific. The promotional video will be part of the launch of this new range in a stop motion trainers story.
Although New Balance have grown substantially over the past five years, they have not lost sight of who they are or where they came from and remain committed to manufacturing in Britain. New Balance are perfect first clients for STC as they appreciate grassroots initiatives and are confident with innovative creativity, to go against the trend (like with their manufacturing commitments). Not only does the product lend itself well to stop motion, but their set of philosophies concur with the advantages of using stop motion- if the product itself is the star of the promotional video, then there is no need for a celebrity endorser.
Production began with creating the set with Robin. We decided to create quite a beige corner of a room, so that the awesome colours of the shoes would just “pop”. Robin designed the set from his workshop, and cleverly designed it to be dismantled, loaded into his van and then unloaded and set up on the first morning in the studio. Set up with the set and lighting took all day. By day two we were able to start shooting.
a problem to be solved by animation tricks of the trade
A big part of animation is problem solving. How do you make the shoes jump I hear you say, well that is a problem to be solved by animation tricks of the trade. Or else turning to Mackinnon and Saunders for some rigging work, which was working out wonderfully for me.
It was all very satisfying to cross out the last frame on the storyboard, but then the edit begins with removing all the rigging work that helped so much with the animation. This is painted out using clean plates- clean plates that I must capture at the start and end of each shot.