Our favourite web video of the week is this jaw dropping behind the scenes for the new John Lewis advert – The Bear & the Hare. Their Christmas videos seem to have become a tradition which we await each year and it’s safe to say that they have not let us down.
The story of The Bear and the Hare is a simple tale of a Hare trying to get a Bear to see Christmas for the first time (as he hibernates each year). It’s the first John Lewis campaign to embrace the real emotive power of stop motion animation, a filmic technique which is so evocative and reminiscent of Christmases gone by and it definitely reminds us of the Snow man!
Using a combination of 2D/3D stop motion animation and had drawn animation (combined into one), this behind the scenes is an unbelievable look into the entire animation process. Created by Elliot Dear and Yves Geleyn, their aim was to do almost everything in camera, using real lighting, hand crafted sets, lens and film craft to build a world where the audience can see and feel the painstaking work behind it. Using stop motion, the 2D-animation frames were printed onto mounted paper (cut with a laser) with each frame (nearly 4,000 in total) animated individually. Feature-film stop-frame animators then spent 6 weeks bringing the world to life.
Whether you love it or hate it (how could someone hate a video a about an adorable bear!?) it is undeniable that the amount of time, skill and creativity that went in to the production process is remarkable.
and here is the final advert