Contemporary genres and forms of animation

John Lewis 2013 Christmas Advert

In 2013 John Lewis animated a Christmas advert. They first started off with a 2D draft of the advert before they started to animate it. John Lewis uses stop frame motion to animate their advert. Everything in the advert is handcrafted. They have turned a 2D animation and have given it more life and dimension. They made their background from scratch making it seem as realistic as possible. From there they also printed and created multiple versions of the characters in their animation. These different versions represents the movement of each character. They move the characters and the backgrounds frame by frame. The characters and scenery have been animated so well that you could easily be confused with it being a computer generated animation.The characters are moved frame by frame capturing every single one of their movements with the camera making it seem like they’re actually moving.