The team at Equifax were looking to commission a brand creative that explains their credit score services in a fun and engaging way. The prompt that we've received was "things that you can't control". We came up with the idea of a stop motion featuring everyday household items to showcase what we can't control, like the traffic or queues and used custom made pieces to introduce the main financial areas where Equifax can lend a hand to their clients. This creative went out on TV (Channel 4, Sky and ITV) as well as organic and paid social. In addition to the stop frame animation, we supplied still images around the topic of general financing, mortgage, wedding and car.
How we made it
Due to the video going out for broadcast, timings were crucial, so we started off with a digital animatic. This helped not only the client to see how the video will flow but also the SAND visuals team on timing the animation in each section. The challenge here was to use items that were unbranded and we had to match every items to the brand's colour palette. Each letter has been laser cut, sanded then painted in 3 different sizes, to align with the desired movement. The dollhouse was designed from scratch, then laser cut, sanded, painted and assembled. The house needed to be designed in a way that it could enclose the couple, so the opening mechanism and size were crucial. Our in-house design team has done a stellar job on all the props, resulting in a truly unique and hand crafted look.
30s, 20s and 6s cuts of the main brand creative, in three different sizes
5 still creatives for display assets, in 7 different sizes