Appointment to view: Behind the scenes of the Velvet 'tissue zoetrope' ad

Toilet tissue brand Velvet has used its own product as a canvas in its new ad campaign. Here's a look behind the scenes that reveals how it was created.

The ad features 3,000 individually cut paper frames, made from real Velvet toilet tissue, combined with stop-frame animation.

Short-film and animation director, Geoffroy de Crecy, worked with a large team to cut out individual images, which were then layered up to create a scene.

A digital storyboard was first created and then transferred to the tissue paper by hand.

The ad shows toilet paper unravelling, with a tree theme throughout the animation to highlight the brand's promise to plant three trees for every one they use.

The ad was created by Fallon London and ran from 1 October. A digital media campaign will follow the week commencing 7 November. 

Velvet 'Luxury for you' by Fallon London

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