Pocko – Tanssi Animation For Iittala
[youtube http://youtu.be/TV1cBXTc8wY w=573&h=322]
Pocko sent in a fascinating animation that they completed recently – more so because they were trying to keep the look as retro and as 2D as possible. I think it’s simplicity and pace definitely gives it more romantic feel. Tanssi is the name of a new ceramic design collection for iconic manufacturer iitala. I spoke to creative director Nicola Schwartz to find out more
“Pocko already had a long collaborative history with Klaus Haapaniemi, (known for his work with Cacharel, Dolce & Gabana, and Diesel). He was commissioned to design some ceramics for iitala and then asked us to direct and produce an animated promotional film to go with this new collection.
Klaus was the ideal client – he gave us a pretty much free reign creatively. We know that Klaus had done stage design before and so we started looking at shadow puppets. We liked this resolutely 2D look for two reasons – one because it would stand out from all the high tech 3D animation out there, also because we really liked the gentle movement of this kind of puppetry. From there we hit upon a combination of Eastern shadow puppets and Victorian magic lantern shows, along with the richness of Baroque patterns, textures and character exuberance that appears in the Tanssi range.”
Nicola continued: “Tanssi is inspired by designs Klaus created for the Finnish National Opera’s exciting new production of Leoš Janáček’s The Cunning Little Vixen, which runs in Helsinki until March. Although it’s a comic opera, The Cunning Little Vixen contains a serious theme: the co-existence of animals, humans and the eternal cycle of life. Importantly for us, we wanted to evoke the magical dance of love as the vixen explores the forest until she meets her companion. The love story depicted in the film is quite gentle in nature and this style also helped us focus on the sensitivity of the characters.”
The film was created for the digital campaign – appearing in 200 shops and online
Personally I really like the whole Finnish vibe of this ad – there’s something familiar, yet unfamiliar about the feel of this piece. I think I really like the influence of folklore, fantasy and traditional decorative arts – there’s something very authentic about that.
Credits: animation produced by Pocko, Creative Direction: Nicola Schwartz, Production:Robert Simons, main animator: Ben Pierce, character design: Klaus Haapaniemi.
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