What we did

Direction / Shoot Production / Photography / Stop Motion Animation / Post Production


Uniqlo wanted to launch their new ultra-light down coat range in a quirky digital above the line campaign, highlighting the key benefits of this new innovative product.

The idea is that these coats are so light and flexible that they can be easily packed away into a tiny bag. How do you animate a very puffy jacket that’s very purpose is not to be stiff and rigid. Easy!


We produced and directed a stop motion animation using their actual product for authenticity. No CGI trickery or post magic here, we built an animatable rig that allowed us to manipulate the jacket frame by frame with maximum control.

Once we shot the full film, we then re-purposed the high-resolution photographic images into a set of finished films and stills for their multi delivery campaign.