DFS and Aardman
– the makings of a beautiful partnership

When DFS first partnered with Oscar-winning studio Aardman (the geniuses behind Wallace & Gromit, Shaun the Sheep and more) over a year ago, we don’t think anyone realised quite how amazing a partnership it was going to be! Our first advertising campaign with the talented animators... [Read more...]

We’ve worked hard to showcase the quality and craftsmanship that underpins everything we do, and our partnership with Aardman takes that storytelling to the next level

Toni Wood, DFS chief marketing officer

Steve Harding Hill Video

Perfect partners

the secret behind this successful partnership? Well, as Toni Wood, chief marketing officer for DFS, says: “As a brand, we’re well known for our wide product range and commitment to offering great value, but what is perhaps less well known is our heritage and commitment to handcrafting sofas here in the UK. The decision to partner with Aardman was driven by our desire to work with a partner who shared our ethos. Their unique approach to creating beautiful animation with painstaking attention to detail, perfectly mirrors our own commitment to craftsmanship.”

Michael -Aardman Character
The Making of Our Aardman Characters

The making of our characters

So much work goes into the making of each DFS and Aardman TV campaign – but it’s well worth it. For starters, each featured DFS employee is interviewed, filmed and photographed so the Aardman geniuses can really get to grips with their personalities and mannerisms. Then they’re all recreated as lifelike, 30cm-tall characters made from metal and fabric (each model takes around five weeks to make – we told you it was a lot of work!), before the real fun begins… filming!

Have a look at the photos on the carousel below to see just how lifelike the Aardman characters are, featuring some of the colleagues from our factories, our designers, sales team and delivery

Designing Aardman Characters

Meet all of our fabulous Aardman characters (and the real people behind them!) The Sofa Experts