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Clark

Milky Tea Studios develops "motorized test-lab" for Clarks

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By The Drum Team, Editorial

August 23, 2011 | 2 min read

Milky Tea Studios, the Liverpool-based 3D illustration and animation studio, has worked with Clarks to deliver the brand's proposition to parents eager to bag an early back-to-school bargain.

When Nick Reeve, head of Clarks in-house creative department, approached Milky Tea to design a fully motorized 1768mm x 1950mm model of a fantasy wear test lab for its shop windows, the brief was to create eye-catching and fun artwork to support a serious underlying message.

“There are cheaper school shoes out there,” explained Reeve, “but buying them really is a false economy. The fact is Clarks school shoes are thoroughly wear-tested and proven to last longer. So mum’s and dad’s money goes further. And that’s an important message in the current economic climate.”

The team at Milky Tea put together the creative concept for approval, working with Clarks to create an impactful piece of artwork. Each template had to be created with precision so that when printed, each piece slotted together perfectly to form a fully working model.

“There are great benefits to working directly with the end client,” says Jon Holmes, Milky Tea’s managing director. “If we are involved in a project right at the start then we gain a good understanding of what needs to be achieved and we can add value as an external studio. Direct contact and clear communication with the client also helps the project to progress faster, with fewer artwork amendments. Good relationships and building trust are crucial to successful projects.”

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