Not to Scale for John Lewis - D&AD award-winning TV advert

Not to Scale, the international production company and animation studio commissioned James Ward as Concept Artist to create the original character designs for the 2020 John Lewis Christmas television commercial 'Give a Little Love'. The characters were then brought to life by Anthony Farquhar-Smith and team via his signature stop-motion animation style. The advertising campaign was a collaboration of several artists and creatives to help bolster an industry hit hard by Coronavirus. The advert was both shortlisted for four D&AD awards 2021 and won two for best Production Design and best Animation.                                                                               

“John Lewis & Partners needed to create loveable and unique characters to help tell the story…adam&eveDDB enlisted the help of nine creatives – illustrators, animators and makers, all experts in their field. Everything from the stop motion claymation characters, felt figurines and puppet pigeons to the felt tip drawings and 2D animation were painstakingly crafted by hand.” - D&AD.org

“Very proud to play a small part in such a brilliant advert with so many amazing creatives involved.” - James Ward

Full credits:

Client: John Lewis & Waitrose & Partners

Advertising Agency/ Design Agency: adam&eveDDB

Production Company/s: Pulse; Pulse Films; Black Dog / Jacknife Films; HUSH London; Not To Scale; Passion Animation Studios