Amazon—

That Reading Feeling

Subway

Watch ‘Subway’ Clip

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Amazon’s range of stories holds no limits for genres or age …

 

… and ‘That Reading Feeling’ shows readers how easy it is to access their favourite books anywhere, anytime. Studio AKA collaborated with production company Pretty Bird to create one of a selection of sequences by selected animation artists which explore different interpretations of what it’s like diving into your favourite novel.

AKA Animation director, Marcus Armitage, has created an intricately crafted and fluid piece of artwork to convey his 8′ segment in  ‘That Reading Feeling’ with the aim that it felt bespoke and authentic to the subway reader. The psychedelic colours were carefully selected to invoke the feeling of being completely engrossed whilst reading a book wherever you are …

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Client/Production Company

Pretty Bird

Director:

Tom Noakes

Co-Founder UK/Executive Producer:

Juliette Larthe

Head Of Production:

Fiona Bamford-Phillips

Executive Producer:

Ted Thornton

Senior Producer:

Cindy Burnay

‘Subway’ Animated segment Director:

Marcus Armitage

Producer:

Nikki Kefford-White

Production Assistant:

Lara Salam,

Meera Nasheed

Editor:

Nic Gill

Animation:

Marcus Armitage,

Darcy Woodbridge

Artworking:

Marcus Armitage

Watch Full Ad

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Full spot for Amazon ‘That Reading Feeling’. 

Director: Tom Noaks

Production Company: Prettybird. 

Music by String and Tins.

Featuring the Animated Art of: 

Virtual Films, Black Kite Studios, Future power Station, 

Jimmy Grimes Puppetry, Isabel Garrett and Marcus Armitage at Studio AKA. 

 

 

 

 

“It was a chance to go wild, to use the psychedelic references and create a dream-like world where all distractions dissolve away and leave the reader in a new, peaceful headspace. I started with oil pastel drawings where I could experiment with solid, bold colours and rough textures. Bringing these into photoshop, I could manipulate and add animated passengers and objects that swirl and distort.

It was an exciting process, with considerable detail for only 15 seconds of screen time. A highlight being unravelling the actors’ head with hand-drawn animation, something that I previously would have thought needed a VFX team to do…”

– Marcus Armitage, Animation Director

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