Client: New Day
Creative: Amy Becker - Burnett
Production Company: Mummu
Producer: James Mclaughlin
AQUA CARD 30' TVC // ROCK POOL
The hand crafted feel and love for detail was at the heart of the concept and stop frame animation felt like the perfect medium to execute the playful and humble aesthetic. Having everything captured in camera has given the piece a distinctive charm but also an element of reality, the textures feel richer and the movements more organic.
Stylistically, soft colour pallets and unpolished edges lend themselves to the reminiscent world of 70s and 80’s classics such as Bagpuss, The Flumps and Stingray. Much like the shows that I was referencing the focus was always on the charm of the characters and the beautiful dressing of the scene , rather than trying to push for realism. The aim was to create a unique aesthetic that stood apart from the usual hyper-polished, character-driven animated adverts.
I put Nostalgia at the forefront of the creative to harp back to the simplicity and safety of childhood, we latch onto memories of the past to give us faith in the future. The retro influences draw customers away from the association that choosing a credit card is a stressful process and position Aqua as a friendly, fair and approachable company.