Harrods - The Land of Make Believe

A tiny mouse plays an important role for Harrods this Christmas.
With stop motion animation known for its unique story-telling ability, A+C Studios were approached by TBWA/London to create ‘The Land of Make Believe’, an animated fairy tale of the story behind Harrods’ iconic Christmas lights.
In the tale, tiny mice help Father Christmas wrap gifts, but one tiny mouse, Peter Pumpernickel, is just too small to help, until he suddenly has his calling. Father Christmas takes Peter up to a hidden passage that leads to the front of the store, where Peter is able to twist a light bulb and turn on the famous Christmas lights we all know and love.
In a radically different direction to Harrods' previous Christmas campaigns, this is a huge step up for the brand in strengthening its iconic British status. It’s not all about the glitz and glamour usually associated with the upmarket department store; it’s all about telling a story and carrying the spirit of Christmas.
Jim Parkyn, a Head Model Maker at Aardman Animations, joined the team to lead the creation of tiny Christmas mice, which have bespoke fur made from thousands of fibres.
The animation took nine week to complete, with textures and movement bringing the characters to life and giving a sense of reality to the story behind the Christmas lights.
The animation will go out to email contacts from the 7th November and will be embraced through in-store events, such as the Harrods Christmas grotto and the Knightsbridge store's window displays, bringing another level of engagement and magic to the experience of shopping at Harrods this Christmas.
A+C Studios is an animation production studio, specialising in traditional lens based animation. However, there is nothing traditional about our work! We love to combine hand crafted and original stop motion techniques with new and experimental ideas and design. With our dedicated in-house stop motion studio and creative team, we can efficiently execute projects from initial brief to final production.
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