Creating a brand and a campaign for Britain’s clay-built national treasures

Every now and then, a project comes along that’s so fun to work on it almost feels wrong to call it work.

We were incredibly excited—and honoured—to create the branding and campaign creative for Lightroom and Aardman’s landmark show, Larger Than Life: Starring Wallace & Gromit, Shaun and More. This brand-new 360° immersive experience celebrates the 50th anniversary of Aardman, inviting audiences to step directly into the anarchic, joyful worlds of beloved characters like Wallace & Gromit, Shaun the Sheep and Morph.

Developing the branding meant thinking the way Aardman does. We set out to create something playful that could bring together a host of their iconic characters, while also nodding to their unmistakable craft—clay animation.

After pitching a range of ideas, we all gravitated towards the concept of platforms or stages for the characters to appear on. This approach subtly references the worktables where the characters are brought to life, while also allowing us to play with scale and texture within the blocks themselves.

Once the overall design was established, we worked closely with Aardman to position the characters across the platforms, giving a sense that they were interacting with one another.

As well as the branding, we also directed and produced the key art for the show. This involved a photoshoot with actors, and a series of videos with the founders of Aardman.

The show is written and designed by 59, a Journey studio, and directed by 59’s Nicol Scott.