Westside
Overview
I was commissioned by Republica AG to create an animation and a still image for a 360º campaign celebrating the 10th anniversary of the Westside shopping center in Bern, Swizerland. The challenge of this project was to create deliverables that could be seamlessly adapted across all digital and print formats. In postproduction, the animation was adapted to a vertical format for social media, while the elements of the still image were arranged to ensure compatibility across various formats.
My Role
Art Direction
Set Design
Photography and Stop-Motion Animation
Postproduction
Process
The client defined the theme and key elements in the briefing, allowing me complete creative freedom to develop the art direction and narrative for the campaign. After presenting two concepts, they chose the one depicting a light aircraft flying over a cake with the message "Happy Westside to You," evoking the nostalgic charm of beachside advertisements.
The set design combined real elements with handcrafted paper objects, as requested by the client. Animated candy and confetti interacted with the scene, and lit candles enhanced the celebratory mood. After testing two aircraft options—a scale model and a handmade paper version—we chose the paper aircraft for its lightweight and cohesive look. The paper banner was designed to ensure smooth animation.
