Classic Kiwi Novel Comes To Life

Media release
4 December 2009

Classic Kiwi Novel Comes To Life With A Little Paper Craft

A scalpel was taken to a classic Kiwi novel to bring it to life in a compelling ad produced by Colenso BBDO for The New Zealand Book Council.

Colenso BBDO was briefed by The New Zealand Book Council to develop a piece of film that would inspire more New Zealanders to read more books.

Colenso worked with Andersen M Studios in London to develop a concept that would show Maurice Gee’s classic novel, Going West, coming to life through hand cut ‘pop up’ scenery springing up from the pages.

What resulted was eight months of hard work and intricate paper cutting to create the two minute film which can be viewed at – http://www.bookcouncil.org.nz/

Co-founder of Andersen M Studios, Martin Andersen, says “everything [in the film] is made by hand. The piece is the result of plenty of scalpel blades, paper and a lot of preparation and patience.”

In preparation for the film Martin and sister/business partner, Line Andersen, who worked as the animator on this project, researched New Zealand extensively.

They found the visceral language and detailed descriptions of scenery in Going West particularly helpful in creating the three-dimensional scenes in the film.

“Having done so much research we are both very intrigued by New Zealand, so hopefully we will pay a visit soon,” Martin says.

The New Zealand Book Council Chief Executive, Noel Murphy, has been thrilled by the response to the film so far.

“The idea that lies at the centre of this project is that reading surprises, delights, challenges and ignites the imagination. We wanted to grab people’s attention for just one moment and direct them to the adventure that can be had in one’s own head at the flick of a page.

“Colenso BBDO and the Andersen Studios created something that achieved that and more by literally bringing the book itself to life,” says Noel.
The daring production didn’t come without challenges.

Creating the flames on the pages proved to be particularly difficult with Martin noting that “We almost set one of our interns on fire.”

Link to the two minute film for the New Zealand Book Council – http://www.bookcouncil.org.nz/

ENDS

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