While most people feel they should read more and feel a real connection to books, the amount of time for reading is being squeezed, losing out to modern entertainment mediums like streaming or scrolling. This campaign gives life to the invisible magic that happens inside our imaginations when engrossed in a book - inspiring readers to read more and get more out of what they read. Celebrating the place of books at the foundation of culture, the campaign is made up of six different films, each combining live action with a bespoke and unique animation style specific to a genre.

Simply to remind people of the magic of books and how good it feels to read - in a way that modern-day media simply can’t replicate. In a world of fast content, diving into a good book and having that immersive experience has never felt so rewarding or necessary. So while reading looks passive from the outside, the challenge was to make the subjective experience come to life on screen.

With the film comprising of five vignettes, it meant enlisting a range of artists from varying disciplines including, felt stop motion, CGI, shadow puppetry, anime and fine art. Each studio and/or craftsperson used different techniques to achieve this. For instance, Studio AKA, intricately crafted pieces of artwork to convey ‘That Reading Feeling’. Starting with oil pastel drawings, experimenting with bold colours, Marcus brought these into photoshop in order to manipulate and add animated passengers and objects that swirl and distort.

Future Power Station worked on the anime themed vignette. They used traditional cel animation, which means drawing frame by frame and worked largely in 2D animation software called TV-Paint. Their process broken down included; blocking, animating, clean up, colouring and shading and then compositing all the layers into the live action footage. See the making-of to witness all the exquisite craft taken by each of the craft makers