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The love of mothers

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MYER – Mother’s Day

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Final TVC

Mother's Day – Final TVC 15"

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.

Behind the scenes

Edged Faces

Working names detail – Maria

Working names detail – Emma

Still from Mother's Day TVC

Still from Mother's Day TVC

Still from Mother's Day TVC

Still from Mother's Day TVC

Final embroidered names

In-situ images from in-store

In-situ images from in-store

In-situ images from in-store

In-situ images from in-store

In-situ images from in-store

In-situ images from in-store

In-situ images from in-store

In-situ images from in-store

In-situ images from in-store

Project Credits

Director

Dom Bartolo

Producer

Samantha Raphael

Artist

MaricorMaricar

Animation Producer

Fushia O’Hara

3D Animation

Ash Millott


2D Animation

Ash Millott
Chris More
Stephen Elliget