Alexander McQueen's spooky stop-motion

Alexander McQueen – 2021 Gifting Collection

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Agency Client Direct
Production Company PRETTYBIRD/UK
Director Isabel Garrett

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Credits

powered by

Agency Client Direct
Production Company PRETTYBIRD/UK
Director Isabel Garrett
Color Producer Tamara Mennell
Executive Producer Juliette Larthe
Producer Chris Murdoch
DP Daniel Morgan
Production Designer Theo Boswell

Art Director Rachael Olga Lloyd
Animator David McShane
Colorist Thomas Mangham

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Bringing to life McQueen’s iconic skull and butterflies motifs with animated moths, beetles, spiders and snakes, PRETTYBIRD director Isabel Garrett's gorgeously atmospheric film for the fashion brand releases just in time for Halloween.

Promoting the 2021 Gifting Collection, the film features some beautifully crafted, tactile elements weaving their way around talismans and charms, symbols of luck and love; inspired by flora and fauna.

“This ad was such a joy to work on," comments Garrett. "I’ve loved McQueen’s visionary designs since being a teenager, and from the first meeting about this project I knew I wanted to try and create something which captures the magic darkness of the brand. McQueen are known for their exquisite embroidery, meticulous attention to detail and an affinity with the natural world - it felt important to pay homage to this in some way.

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"Using fabric in stop-motion came as a natural choice; its softness and tactility means we could design a world, which is both dark and beguiling. A team of incredibly talented makers are behind every detail in this world. To name a few; the beautiful Art Direction is by Rachael Olga Lloyd; everything is made by hand; embroidered and sewn using lots of different fabric manipulation techniques. Cinematographer Daniel Morgan did an extraordinary job of lighting each shot, and animator David McShane brought all of the creatures to life with amazing patience and skill. The film was produced by Chris Murdoch and the wonderful team at PRETTYBIRD.

"I’m lucky enough to be a resident of The Sarabande Foundation- a charity established by Lee Alexander McQueen to support creative talent. This is my last month at the foundation, and this collaboration feels like the perfect end to an incredible time at the Sarabande studios.”