Even for the incredible, super-pro people at Laika studios, making a feature length film in stop-motion animation takes a ton of time. On average, they are only able to create about 5 seconds of animation per week! So when it was time to create a teaser trailer for The Boxtrolls, we had very little finished footage to pick from. Instead of worrying about it, we embraced the fascinating process of actually making the film and made it part of their teaser trailer. The beautiful track you hear was created custom for this piece by the Portland's Loch Lomond.
We follow that up with a simple but fun and energetic trailer featuring Cee Lo Green's version of the 1957 classic, "(You're so square) baby, I don't care"
We created a variety of short, behind-the-scenes films to give Laika's audience a peek behind the curtains of The Boxtrolls' production. In the process we were able to create a weirdly charming cover version of David Bowie's classic, Let's Dance. It seemed like a fitting choice for such a weirdly charming movie.
We partnered with Nike and legendary designer Tinker Hatfield to create a movie-inspired, custom pair of sneakers. To get their hands on it, our audience had to create and submit artwork inspired by the movie over twitter. A charitable auction was held and close to $400k were raised to benefit Adopt Kids USA
We created an interactive standee where characters from the film would mimic the gestures of anyone standing in front of it. The unit ultimately made its way to Universal Walkway in Santa Monica, CA. You can read the Mashable Article about the mirror here.
The site played like an interactive trailer, leading kids through gamified movie clips that allowed them to click around and discover mini-games. Families also explored behind-the-scenes content by triggering seamless video transitions from the Boxtrolls’ world to the world of LAIKA Studios, revealing how the film was brought to life.
The official movie site helped the film reach over $100 million worldwide in ticket sales, the most of any LAIKA film to date. Average time spent on the site was over two minutes with close to a million total visitors. This significantly increased affinity toward the film and dropped plot hints to build excitement around the film's release.
Kids designed their own Boxtroll characters from thousands of unique assets. The winning design was made into a real puppet by LAIKA artists.
To expand on the film's story, we created a Tumblr channel for the evil Red-Hats and gave a Twitter account to the Pro-Boxtrolls' Winnie so the audience could interact with whatever side of the story they liked the most. We used instagram as an outlet for behind the scenes imagery allowing super fans to keep track and enjoy Laika's craft every step of the way.