B&Q's stop-motion self-help stunner
The DIY store and agency Uncommon enlist the talents of Blinkink's Sam Gainsborough to create a tactile tale of homecare redemption.
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Focussing less on the products and more on the emotional adjustment needed to take on home-improvement tasks, Uncommon's latest film for B&Q aims straight for the feels.
Concerning a sedentary father, Nigel, stuck in his dilapidated home, Later Means Never soon sees him make a change, breaking free of his bondage and sprucing things up with a lick of paint and a lot of love.
Bringing the idea to life in a deliciously tactile style is Blinkink director Sam Gainsborough, utilising the hand-crafted nature of stop-motion animation to create a film that is both emotionally engaging and technically polished.
Above: Some BTS images.
“I loved the original script, it was grippingly unusual and knew it could make a delightful and peculiar film," comments Gainsborough "I’m inspired by traditional animation techniques that let the materials and textures show off their natural beauty. Stop-motion felt like the perfect way to bring this story to life, as we could really feel the cracking plaster, the dripping paint and unravelling wallpaper.
"DIY is all about getting your hands dirty, and handcrafted stop motion has an innate roughness to it that is in keeping with this ethos.”
The characters were traditional silicone puppets — each sculpted by hand, cast in silicone, hand painted and finally brought to life by the animators one frame at a time. The living room was modelled on B&Q’s interiors range, replicating every exact piece in miniature form. The cave structure was carved from foam, the cracking floor of the set was built from a thick layer of plasticine and the magical tower was made from hundreds of handmade miniature DIY tools.