Loewe’s marionette magic

Director Joseph Wallace and Curate Films blend the nostalgic art of automata and marionettes in this gorgeously crafted short film, titled The Whimsical Worlds of Suna Fujita, marking Spanish fashion brand Loewe’s 2024 collaboration with the Kyoto-based ceramic studio. 

In just over one minute, and in one captivating single shot, we are whisked through three exquisite automata worlds where rabbits hop about in space, whales swim through a beautiful underwater scene, and finally a sweet family of hamsters perch on toadstools and spin in their wheel, before the camera pans out to reveal the entire magnificent set working in perfect unison.  

Curate were approached by Loewe to work on this project back in June, and the making of the puppets and automata took place over a six-week period prior to the shoot. Curate has created the last two LOEWE x SUNA FUJITA spots with the previous campaign picking up the Grand Prix at Cannes 2024. 

Wallace goes on to say, “Having had a love for mechanical wooden toys since I was a child, I’d been looking for a project that would let me explore automata on screen and this playful film for Loewe was the perfect opportunity. I wanted to combine carved wooden automata with carved wooden marionettes. Both of these art forms are incredibly specialist and there are not many people who do it so we sought out the best artists to bring everything to life.”