Back to School with M&S

above and below - 'Our Innovations' animations

below - Gail's work in progress and tools for the job

Gail Armstrong completes a mammoth papersculpture 'Back to School' campaign for Marks & Spencer.

The commission with AKQA was completed in several stages, each to build different phases of the project for the Marks and Spencer website. The first was to supply a kit of parts including a variety of paper planes, white versions of a variety of uniform items and the main title image for Inventors Wanted - an invitation to kids to submit their own ideas and innovations for school uniforms and the chance to win a trip to Kennedy Space Centre for the most imaginative. The second phase was imagery for the different sections in the Back to School area of the M&S website, firstly to help the viewer put together the perfect uniform for a pupil's needs and also a Bitesize Ideas page with help and suggestions for healthy snacks and meals. Finally Gail illustrated the 33 Smart Innovations icons - this part of the site also hosts the final phase of the project - two animations inspired by two of the innovations - Adjust-a-hem trousers and Stainaway Shirts. Working closely with Art Director Steven Leong and animator Peter Menich, Gail says of the rewarding commission "It was a challenging, intense and thoroughly enjoyable project to work on from start to finish."