Hammerson uses automated mechanical model to showcase Christmas gifts

Hammerson, the retail property developer, has used a 13-feet automated mechanical model to showcase the wide variety of the Christmas gifts available at its shopping centres.

The 30-second spot, called "colliderscope" and created by Isobel, shows a scarf "pouring" out of a china teapot, baubles scattering onto a raised umbrella and a smartphone rising out of a blue leather handbag.

The camera then pans out to reveal the complete model and the brand’s "there are many sides to…" strapline.

At Isobel, the film was art directed by the creative director Rob Fletcher and written by David Alexander. It was directed by Daniel Cohen through Aardman Animations. The media agency behind the campaign was Carat.

The campaign will run on TV, radio, outdoor, press, advertorials, digital, in-store and video-on-demand.

Fletcher said: "This is all for real. I can’t believe that Aardman managed to make the model that actually works in real time. There’s no CGI and hardly any post-production which is fresh and exciting – and rare nowadays."

Cohen said: "When so much nowadays is created by computers, it was refreshing to build something unique by hand."

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