Craft, Camera, Action | Big W

Families nowadays often spend time in the same room, but on separate devices. Big W wanted to find a way to turn this time together into quality time together – in time for the school holidays. So, we created Craft, Camera, Action - an interactive digital tool that turns a kid's real-life craft project into the hero of their very own movie.

It all began with our animated story, ‘The Big-Headed Bilby’. The difference was that our animation didn’t include any of the main characters. Families had to create the heroes with odds and ends lying around the house. Then, using integrated AI, the creations were instantly rigged and rendered into the film by simply taking a photo in Messenger. The film was then delivered back to the family via the platform - complete with credits for each film and the ability to share the cinematic debuts on social channels. Besides turning Messenger into a film editing tool, the interactive platform provided craft inspiration, tools and quizzes to help families make their own characters.