Stockmann is a Finnish department store chain. The company was established in 1862 and it has operations in 17 countries. Hullut Päivät (Crazy Days) is a special event held twice a year. During Hullut Päivät, the department stores and online store are taken over by the yellow ghost theme, and selected products are sold with special prices.
We did a complete makeover for the iconic Hullut Päivät Ghost character, including a set of 10 modular print images, various animations for digital screens and a 30 second 3D animated TVC.
The commercial was created in cooperation with SEK & Grey. We started the whole project by redesigning the Ghost character.
We really wanted to add a significant amount of detail and character to the Ghost and also changed the technique from simple vector graphics to detailed digital illustrations. We wanted the character to have a timeless yet subtle hand-painted look to it.
The new Ghost character was truly brought to life in the 30 second commercial. We used 3D animation to bring out the spirit of the sensitive, sneaky and clever Ghost character, who is hustling with magic tricks inside the Stockmann department store, as it prepares the Hullut Päivät event inside the store.
The traditional Hullut Päivät music was also updated to suit the cinematic mood of the animated commercial.
Production company: Brink Helsinki in co-op with SEK Studio
Art director: Joni Furstenborg
Creative planner: Mikko Martikainen
Copywriter: Aleksi Erma
Project manager: Tanja Valo
SEK Studio Team leader: Jukka Niittymaa
Director: Alexander Seraidaris
Animation art director: Jesse Myllymäki
Technical director: Teemu Valkama
3D graphics: Pedro Furet, Juha Halme
Illustrator: Valtteri Heinonen
Music composed by: Pera Pirkola
Sound design: Sami Sarhamaa
Voice-over recording: Kalle Wahlberg, Bighouse
Voice-over talent: Antti L.J. Pääkkönen