Concept • Design • Direction • Animation • Events
CHALLENGE
For StopMoGo, a one-woman-band on a limited budget, that had been operating for six years running in-person stop motion animation workshops, relocating from Oxford to Edinburgh was akin to 'starting again'. Standing out amid the many cultural events Edinburgh has to offer and building a following could take considerable time. However, time was a luxury that limited coffers could not afford.
SOLUTION
I devised an engaging experience for people to get a taste of what StopMoGo is all about, partnering with Edinburgh International Science Festival to extend the reach. I chose pixilation as the primary focus as it is a fun form of stop motion that uses people as living puppets.
The aim was to leave a lasting impression — participants (and even casual viewers) should walk away feeling like they have just seen and/or taken part in something wonderful, making it more likely that they will remember the business and spread the word.
KEY RESULTS
The event led to 45% increase in sales, 63% increase in email signups.
The reasons I chose blackboard styling in the graphics were threefold. Firstly, as the experience was linked to Edinburgh Science, I wanted to reference this traditional academic teaching tool. Secondly, it was a nod to the ever-popular cafe chalkboard hand-drawn lettering trend, particularly in the large posters I created. Lastly, it was to evoke childhood memories in adults as StopMoGo captures playful fun for all ages.
I designed activities to be big, bold and themed around science, such as robots, chemical experiments. Another important consideration was that they should be accessible to beginners of all ages and possible to complete in a short time window of around 8-10 minutes per person.
Being the face of StopMoGo, I was front and centre - directing members of the public in the making of pixilation films. As each person only had a 8-10 minute slot, it was key to build rapport and encourage them to be as expressive as possible.
To give the films appeal, I tapped into the 90s VHS trend. Rather than simply apply a generic filter, I used it as a learning experience in After Effects, layering grain, streaks, glitches, distortion, and correcting colour. I applied several pixelated effects to the titles to both add to the VHS look, and to also play on the fact that the pixilation technique used to make the films, hence the name 'Pix Lab'.
Here is the finished film:
To maximise the number of people who could join in with the experience at any given time, I designed other drop-in activities that could be overseen by a team of assistants. I approached Edinburgh College of Art and enlisted animation undergrads.
I designed articulated robot puppets for people to animate and set up animation stations at the event.
I also came up with a quick way of making a thaumatrope with a paperclip and straw. I created images that people could colour in, plus blank ones that they could design themselves. I used it as another marketing opportunity, adding branding and website details.
