The love of mothers
MYER – Mother’s Day
In a little over a week, mums everywhere will be waking up to the smell of brekkie in bed and the sight of presents at their feet, as Australia celebrates Mother’s Day. Myer commissioned the embroidery skills of MaricorMaricar and the animation ingenuity of the Flutter team to direct a TVC for their Mother’s Day campaign.
Since everyone’s Mother’s Day is individual to their own mum, Myer wanted to play on the idea of replacing ‘Mother’s’ with actual mum names, like Eva, Huong, Rose or Sarah. The animation even includes Maricor and Maricar’s mums name, Filomena, and they met with the team at Myer to talk about how their mum has inspired their artwork. MaricorMaricar embroidered a total of 27 names, creating an entire alphabet that is being used across Myer’s in-store campaign to produce personalised gifts.
We recognised that every hand crafted stitch symbolised the girls love and devotion for their own mother – and that in turn, the TVC was a tribute to all mothers. Our approach digitally needed to be just as painstaking and just as loving. We devoted ourselves to creating a 3D thread that matched the visual appearance of the photographed embroidery, right down to the tiny fibrous hairs on each thread. We then animated the embroidered names to reveal as though we were watching the hours of loving embroidery craftsmanship occur before our eyes, applying the same treatment to the Myer logo using stitched details from various names.