Skip to main content

Behind the scenes of Fred & Eric's TV spot for 4seven

When design and animation agency Fred & Eric were given an open brief for the creation of a competition spot on UK TV channel 4seven, they decided to try their hand at shooting some live-action puppetry.

"A short deadline - two weeks - was definitely a deciding factor in how we tackled producing this piece," explains creative director Maggie Rogers. "Normally our shoots are based around handmade objects, which we bring to life with stop-frame animation. But in this case making a cast of models and shooting stop-frame would have been tricky in the time. Shooting live-action using a puppetry approach seemed like a good alternative. It's also a style we've always wanted to try our hand at; controlling the objects on strings and sticks in real time.

"As much as we love stop-frame, it was amazing to have this energetic and instantaneous shoot where one take gave us the final piece in 20 seconds."

Watch this! Behind the scenes at the 4seven spot shoot:

The aim of the spot was to engage the audience with the competition. A script was provided by Channel 4, which was used as the voiceover, and a team of model-makers made the 3D models and the sliding set using paper, cardboard, wooden dowling, magnets, and a lot of glue.

The idea was to keep a few of the human imperfections in the final take to keep the right balance between the handmade and polished look, as Rogers explains: "These little wobbles were important in keeping the handmade feel, which has so much charm."

This showcase was originally published in Computer Arts (opens in new tab) issue 206.

Now read:

Which is best: live-action puppetry or stop-motion animation? There's only one way to find out... tell us in the comments below!

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

The Creative Bloq team is made up of a group of design fans, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of six full-time members of staff: Editor Kerrie Hughes, Deputy Editor Rosie Hilder, Deals Editor Beren Neale, Senior News Editor Daniel Piper, Digital Arts and Design Editor Ian Dean, and Staff Writer Amelia Bamsey, as well as a roster of freelancers from around the world. The 3D World and ImagineFX magazine teams also pitch in, ensuring that content from 3D World and ImagineFX is represented on Creative Bloq. 

Topics