TURNING KIDS INTO
PROJECT: Craft Camera Action
CLIENT: BIG W
AGENCY: M&C Saatchi
ECD: Avish Gordhan & Mandie van der Merwe
CREATIVE DIRECTOR: Brendan Donnelly
ART DIRECTOR: Sam Rowlands
COPYWRITER: Rubini Gun
STOP MOTION / CLAYMATION: Sam Rowlands
MOTION: Etienne Ancelet
The school holidays are hardly a holiday for parents. It’s stressful and quite a lot of effort to think of new activities to constantly entertain the kids.
And worst still is being hit with a last-minute lockdown and not having anywhere to go.
Family time is in a battle with screens, and it’s losing. Parents and kids often don't even interact with one another because they're each glued to their own phones. Big W wanted to find a way to turn this time together into quality time together.
Rather than blame phones for the lack of quality family time, we decided to embrace devices. So, we created Craft, Camera, Action - an interactive digital tool that turns a kid's real-life craft project into the hero of their very own movie.
What i did
As the art director on this project, I was involved at every step of the journey from start to finish, including concept ideation, film direction, character design, story structure, working with the team on the messaging matrix, generating PR assets, overseeing delivery, and creating the case study with my own hands through claymation.
The art direction, itself, was playful and developed to feel at home in the world of kids and handmade crafts, while native flora and fauna inspired the scenes and characters. Ensuring inclusivity was fundamental to this project and so all the crafts shown are made from household items like toilet paper rolls, socks, and sticks. Each part of the campaign was imbued with a fun, inspirational, and inviting tone that resonated with children and families nationwide.