One of Austria’s biggest drug store chains called “dm” created a new dm online shop. To introduce the new shopping opportunities to their staff Strukt was commissioned by agency Young & Rubicam Vienna to create a fun stop-motion like animation.
(Spoken text is German only.)
The final result is a mixed-media animation sporting original hand-animated stop motion, green screen footage for the interacting hands as well as digitally arranged materials.
It was important for the client to incorporate popular products as real elements into the animation. Also, since the website will be naturally changing because of up to date content it was agreed on keeping the representation of the website playful, not 100% accurate to the original website. That opened up a lot of possibilities to play around with the elements. For example we created certain elements of the website as paper pieces that were stop motion animated to appear or disappear. The result is a fun 3-minute animation representing the spirit of a typical dm customer browsing the webshop, with all the necessary information packed into it.