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By Ishbel Macleod | PR and social media consultant

August 5, 2013 | 1 min read

F&F has launched a new back to school advert using stop motion animation.

Shot over the space of a week, the ad was directed by expert in pixilation Juan Pablo Zaramella, and animator Alan Dewhurst.

The 30 second clip consists of 750 frames, each frame is composited of multiple layers of imagery with over 5,000 images used in the entire commercial.

Zaramella said: “The advert is a recreation of the real world of kids, but expressed through imagination. The idea was to show how F&F clothes are perfect for your child’s favourite daily activities like playing football or dancing but filtered by their particular vision of the world.

“Although the pixilation meant the kids had to stay still and concentrate on body position and expression, we also wanted them to have fun and feel part of the animation. It was fascinating to see the kids enter into the spirit of the process.”

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