ABOUT

We made this handcrafted ident for Picturehouse cinemas to coincide with their new branding. The brief was to create a story that reflects the Picturehouse experience from the food and drink, to the types of screenings available.

This animation plays before every film, so maintaining interest with repeat viewings was fundamental to the design. We used split screens to add detail, with up to five shots running at the same time.

We brought the animation to life using replacement assets, lots of them. The animation had to be created in 2D first to work out every asset. There were thousands of assets each finished by hand - requiring patience, organisation and deft craft skills from our art department.

We shot this on a multi-plane which gave our Director of Photography freedom to create the depth we were looking for.

The original score, composed by Richard de Rosa was a perfect fit for the visuals, and Fonic added the final touches with fun sound design.

Credits
Client: Picturehouse Cinemas
Creative direction: Picturesmith
Produced/directed: Picturesmith
2D animation: Sam Bevington
Art department: Picturesmith & Magda Madra
Stop motion animation: Picturesmith
Director of Photography: Peter Ellmore
Gaffer: Jonathan Yates