Thursday, 29 September 2011

Sophie Hulme (stop-motion billboard) at Selfridges.

Recently I shot my first animated billboard for upcoming designer Sophie Hulme (both Vogue and Instyle are fans of her exclusive Selfridges ranges). The brief was to shoot the bag and the animated charms (soldiers, planes and a bubble blower to name a few) for use in a dual billboard  in-store. The animation lasts for almost 2 minutes and spans both boards, with items appearing to move between the two.

Despite the scale of the technical challenge we still found time to have fun within on the shoot ; If you watch the video a couple of times you soon notice that the soldiers have their own personalities and quirks as they abseil down the designer's bag and rescue the charms. Instead of using stock images for the bubbles, we shot the bubbles live in the studio, by the end of the shoot we had discovered the secret behind blowing perfect bubbles!

As you can see from the images at the top of the blog, the animation is the focal point of the display, and was designed to catch shopper's attention as they travelled down the escalator. I am lucky to have worked with a great team on this brief and would like to credit Freya Rabet and Sophie Hulme (who managed to sneak a cameo into the animation) for their production skills and hard work, allowing us to complete the shoot in only two days.

You can see more of Sophie's designs at