John Lewis & Partners have released a video showing behind the scenes and how they made this year’s Christmas advert, Excitable Edgar.
The heartwarming advert is more like a feature film than a promotion for a department store. It is set in a magical, historical world and is about a sweet little girl called Ava and her friend Edgar, who happens to be a fire-breathing Dragon.
Although Edgar is well-meaning he finds himself ostracised from the community despite his efforts to befriend the villagers. This is because the hapless little dragon breaths fire when he is excited, which results in him both burning down the Christmas tree and melting the ice rink that children are playing on so they fall into the freezing lake.
After Edgar hides away feeling deflated and dejected little Ava hatches a plan to include her friend in the festive celebrations. When all the villagers are having a Christmas feast she comes in with Edgar and blows a fanfare into a trumpet so all eyes are on him, then Edgar lights the brandy atop of the Christmas pudding to rapturous applause.
The heartwarming advert has been hailed by many as John Lewis’ best yet, and in the video uploaded to Youtube the secrets of how the advert came about are revealed.
Creative Director of Untold Studios, Diarmid Harrison-Murray, gives a touching break-down of how they orchestrated the advert and managed to turn Edgar into a "living breathing character".
The artistic guru then explained they began the process by sketching out what the dragon would look like when he was happy, sad and excited. Then Diarmaid talks through how his team used greyscale animation in order to perfect and add character to the cute mythical animal.
He says: "This was gunna be such a great film. It is such an all encompassing world. The initial conversations about Edgar were about how you would turn a young dragon into a living breathing character.
“You start with endless possibilities of what a dragon is. Who is he? How does he look? How does he look when he's happy? How does he look when he's sad? How does he look when he's excited? Pays to get it right on pen and paper."
John Lewis & Partner's Marketing Director Becky Brock shared that the idea was born out of the company's focus on thoughtful gifting.
She said: "Always focused on thoughtful gifting. It's a nice step on as it's the gift of acceptance."
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