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  • 08.04.11

Genius Marketing: A Stop-Motion Film Made With 350,000 Post-Its

Melissa, a Brazilian footwear brand, creates a giant time-lapse video using Post-it notes as pixels.

Genius Marketing: A Stop-Motion Film Made With 350,000 Post-Its

Brazilian footwear company Melissa has turned the side of a building in São Paulo into a mega-huge movie screen for an animation that uses Post-its like analog pixels.

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Twenty-five animators worked for a steady five months, stamping sherbet-colored notes on the U-shaped foyer of the Galeria Melissa to generate an ever-rotating cast of images — from shadow boxes to a charming, psychedelic elephant — captured on time-lapse video above. By project’s end, the animators had blown through a whopping 350,000 Post-Its.

The Post-it note — that humble residue of 3M’s enviable 15% policy — is nothing new in art and design. It has been used to make everything from wallpaper to mosaics of Elvis’s mug. MoMA curator Paola Antonelli inducted Post-its into the design hall of fame several years ago, christening them, “Hypertext on a refrigerator door.”

post-it

What Melissa has done here is a stunt, to be sure. But a clever one. On top of the animation, the company got passers-by to jot down messages on 30,000 Post-its. That means some 30,000 people engaged with the brand. Not bad, as guerrilla marketing goes, for a little hypertext on the refrigerator door.

Still hungry for more stop-motion? Check out the largest stop-motion film ever made.

About the author

Suzanne LaBarre is the editor of Co.Design. Previously, she was the online content director of Popular Science and has written for the New York Times, the New York Observer, Newsday, I.D.

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