Jelly London Helps RKCR/Y&R Go 'Shwopping' with M&S
Commissioned by RKCR/Y&R, Jelly London’s in-house animation team The Kitchen produced a series of animations to promote M&S’ latest Shwopping campaign to raise money for Oxfam. Watch the film here.
Featuring Ab Fab star and Oxfam ambassador, Joanna Lumley, the online campaign invites customers to leave their old and unwanted clothes at Marks and Spencer stores to be resold or recycled by Oxfam.
“Initially
we produced a thumbnail storyboard to create a timing animatic to work alongside
the brilliant VO from Joanna Lumley. Our next stage was to begin drawing out
the cel animation using flash. This gave us the power to sketch out the morphs
and experiment with how the film flowed, and see how each scene would
transition to the next. Once the sketched version of the animation was approved
by the client we took it into Photoshop.”
“Once
in Photoshop, we were then able to use a selection of bespoke brushes to paint
each frame. This technique gave us the desired traditional hand painted look
that the client was after. We created the line-work and textures separately
which allowed us to colour up the tone and washes in the background. Typography
was then added to highlight key parts of the story.”
Watch
The Kitchen’s Shwopping animations + making of film here.
