Not To Scale, Anthony Farquhar-Smith and online retailer Zulily collaborated to highlight the brand’s ‘Joy of Shopping’ through a series of exquisitely fashioned films. With the emphasis on craft, detail and a unique shopping experience, Anthony immerses you into a glorious miniature world of Zulily fun.
Not To Scale L.A. was approached with the brief to create a beautiful virtual shopping world, showcasing dozens of desirable items in an eye catching and original way. Anthony and Zulily wanted to design a world that was quite fantastical but still rooted to certain real world ideologies. Zulily had referenced the backlit sake bar from Wes Anderson’s Isle of Dogs, which Anthony was lead animator on, and this was coupled with compartment style display units found in boutique shops.
The sets and props were made in miniature, just 3 inches high, and included teddy bears with articulated arms and legs, furniture, bicycles and tiny handbags with lovely leather detailing; a miriad of tiny, precise and awe inspring products that enhance the charm and wonder of the Zulily world.