From creating captivating miniature worlds for BBC promos and music videos to crafting immersive experiences for brands like Jongga Kimchi, Scale Model Studios has mastered its field, combining the charm of handcrafted details with cutting-edge technology to deliver authentic, emotionally resonant storytelling.
You might not know Scale Model Studios by name, but you’ve probably seen its work – perhaps through its on-screen promos for the BBC’s Winter Olympics coverage or through the music video for Rag’n’Bone Man’s ‘All You Ever Wanted’, which merged reality and meticulously crafted enchanting miniature village scenes.
The London-based stop-motion animation studio started around four years ago during the pandemic, initially focusing on making miniature props and sets. It’s since grown into a full studio working from concept to shoot and completion, representing a stable of seven animation directors and boasting a client list ranging from Burberry to Hot Chip, Drumsheds, and Fontaines DC to Deliveroo, Lidl, and the BBC.
Another standout project for the studio was its work with Korean food brand Jongga Kimchi, creating an animation used as part of the brand’s Covent Garden-based immersive experience last autumn. The experience was conceived by the creative agency Amplify, with which Scale Model Studios collaborated on the project, working from the research stage to its realisation through significant 3D modelling and intricate model painting. This saw the studio create a miniature Korean village, undertaking in-depth research to create totally authentic details from the architecture to traditional clothing and local fauna to the cultural nuances of Kimchi preparation, including recreating the large clay pots used for fermentation.
Stop motion has a uniquely charming look and feel, marrying deliberate off-kilter elements and handcrafted aesthetics with highly sophisticated techniques like 3D modelling, printing, and CAD – all of which are integral to the studio’s workflow. “These technologies enable us to create pre-visuals before production begins, allowing for more effective scheduling and providing clients with a clearer vision of the final product,” says Jennifer Kidd, director at Scale Model Studios.
“Since stop motion is a lengthy process where key decisions are made upfront, any changes during production can significantly impact both the budget and timeline,” she continues. “Tools like CAD and Blender are essential for helping clients visualise the final result and make critical adjustments before pre-production and production starts, making them invaluable to our process.”
Part of Scale Model’s signature MO is its relentless exploration of new techniques and how they can be used together in a mixed media approach that constantly experiments and innovates, such as finding new ways to integrate 3D and 2D elements into stop motion. “We understand that trends in film and animation evolve rapidly, often peaking and then dissipating. That’s why it’s essential for us to stay attuned to emerging trends, so we can experiment and adapt as soon as new opportunities arise,” says Kidd. “Embracing new technologies is crucial; it opens up a world of possibilities and keeps us ahead of the curve.”
Alongside a constant drive to innovate and experiment, Scale Model Studios’ projects are guided by the central philosophy ‘If it feels real, it will look real’. That comes to the fore in character development: “Authenticity is key; when we create characters with genuine personalities and rich backstories, they naturally resonate with audiences,” says Kidd.
That means the studio spends a lot of time researching and developing characters, ensuring their unique traits both align with and community their core identities.
Each character has its own personality, informed by a backstory comprising everything from not only the visual and audible aspects of how they dress, what they sound like (accents, speech patterns, and so on), and their body language but also their hobbies and cultural background. All of these aspects are vital to creating characters that are richly considered and ultimately become more relatable. “While many of these aspects may be subtle and go unnoticed, they collectively create a profound emotional impact. It’s in these details that characters come to life, striking a chord with audiences and creating meaningful connections,” says Kidd.
As for those looking to break into the world of stop-motion, or animation more generally, the studio advises prioritising making a killer portfolio (“it’s a crucial element of your application process and the most valuable asset you can have”) as well as ensuring your skills in collaboration – perhaps through gaining experience in student projects that can offer collaborative work experience that directly contributes to your portfolio.
“MA students, in particular in animation, are often seeking assistance,” says Kidd. “Additionally, this networking can establish valuable connections that will support you throughout your career after graduation. Also, student projects are often submitted to film festivals, which also gets your work out to a much wider audience.”
The unique aesthetic of stop motion – replete with nuances that can only be created by a genuinely human touch – means that while AI undoubtedly will transform animation studios and their work in the future, Kidd remains confident that “there will always be a place for traditional animation techniques, as they possess unique qualities that AI cannot fully replicate… it’s the handcrafted aesthetic captivates and inspires audiences, ensuring its enduring relevance in the industry”.
She continues, “Audiences love to see how things are made and to see someone with years of experience create something in front of them. Trends will inevitably evolve and return, as they always do, and when they do, we’ll be ready to embrace them and showcase the irreplaceable value of traditional animation.”