In the era of artificial intelligence, whose visual results and application by brands do not seem to convince part of the audience, artisanal processes are experiencing a renaissance supported by the defense of human talent and the search for authentic connections. Proof of this is the way in which Apple has promoted some of its latest products, or the traditional techniques that some firms are using for their Christmas advertisements.

Levi’s, stop-motion and the warmth of sweaters

The fashion brand Levi’s has opted for stop-motion with the intention of highlighting the textures and fabrics that define the winter season. The technique allows you to put the spotlight on sweaters as the centerpieces of your holiday wardrobe while also celebrating self-expression and how clothing can act as a link to others. All of this is reflected in “Let’s Get Fuzzy,” an animated ad that reminds us that warmth is much more than a physical sensation.

The spot, made by the production company Blink Blinkink, stars Fuzzyeti, whom he calls Gus, a fearsome snowman who attacks a group of friends but quickly goes from being an intruder to a guest when he receives a sweater from the brand; a short but endearing story that addresses the universal desire for a sense of belonging.

As explained by the brand in a statement, the production of the piece required four hours of filming for every second of animation, and presents settings and characters created entirely by hand. Levi’s has shared a making of video that shows the work process and details related to the brand’s history that appear throughout the advertisement.

All in all, “Let’s Get Fuzzy” is not the first time that Levi’s relies on stop-motion or clay to convey its commercial messages. What’s more, as he explains, his Christmas ad for this year is a tribute to “Clayman”, a campaign he launched in 1995 and which, he claims, marked a milestone in the history of advertising by becoming the first long-term advertisement made using this technique.

Elf Cosmetics celebrates individuality through craftsmanship

Creation with plasticine and the stop-motion technique have also been the resources chosen by Elf to shape “Made to stand out”, the brand’s first Christmas advertisement. The piece, narrated by actor Alan Cumming, is a tribute to all those people who do not fit into the molds imposed by society and a celebration of self-expression, individuality and inclusion.

It tells the story of Kit, Echo and Cleo, three friends who attend a Christmas reunion party with their old classmates, who never accepted them. The brand’s products come into play not to conform the protagonists to the rules, but to highlight what makes them special and, in this way, convey the idea that what makes us different is, in reality, our greatest gift.

The piece, created by agency Shadow and production company Apartment D Films, is Elf’s first stop-motion campaign and a deliberate commitment to analog art and craft. As the brand explains in a statement, the characters were individually molded and the miniature settings were meticulously crafted, all to create a universe with magical touches that has been captured frame by frame. Additionally, following Elf’s efforts to support emerging or underrepresented artists, the team was made up of 90% women in the puppet area and 100% in the animation area.

“This campaign is an exciting first for Elf and represents an opportunity to bring a unique perspective to the holiday season.“, said Oshiya Savur, Marketing Director of Elf Brands, in a statement. “Just as no two handcrafted creations are exactly alike, it is our differences that make each of us unique. We want our community to see themselves reflected in these characters and experience emotions; Therefore, we have created a world that has as much personality as the people who inhabit it.”.