We’ve been keeping this one under wraps for a while..not least because at the time of making it was the most amount of man hours for one job we have ever undertaken!
You may have seen the beautiful Molton Brown Christmas campaign entitled ‘A Show of Stars’, a magical journey through paper cut London landmarks, beautifully lit and recreated throughout their digital campaign and packaging. Cutture was commissioned to create a number of paper cut items for the campaign as early back as July for their marketing events and then, the big one….we laser cut and hand finished over 42,000 tags to adorn all of the Christmas gifts sold by Molton Brown GLOBALLY!
You may recall that we now own a Motioncutter laser cutting machine (or rather this is now owned by our sister company and manufacturing hub, Laser Bureau) it was the perfect job for it to run in motion, cutting thousands at speed and of great quality, no need to send to China, even better.
The time was really spent in the hand threading of every tag, we had a team of workers in the workshop and outworkers working around the clock to meet the global deadline for Christmas selling.
Alongside paper tags we also made a selection of acrylic tags as extra gifting, these were red, green mirror and sparkly gold, really fun and packaged in a custom-made envelope.
Prior to creating the gift tags we worked with Molton Brown on the overall campaign behind the scenes. Molton Brown hosted many events throughout the country in the lead up to Christmas, whilst the acclaimed paper cut artist Helen Musselwhite created the flagship store’s London paper cut scenes, we created many of the ‘travelling’ London landmarks which were used as table centres within marketing events. Each London landmark was created by Mia and our workshop team, large Big Ben’s and Greenwich observatories were lit up inside to created spectacular table centrepieces, alongside the figurines and Christmas trees synonymous to the Show of Stars campaign.
A truly wonderful project to be a part of and really interesting to see the process of Molton Brown’s Christmas campaign unfold if you look through #ashowofstars tag on Instagram you can see all of the paper cut artists involved globally.