How does a stop motion animation studio distinguish itself from the pack and avoid having its film labeled as yet another computer animated film? In their new teaser trailer for Box Trolls, LAIKA met that challenge, and then some.

Set to “He’s Got the Whole World in His Hands,” the trailer opens with a full minute of behind-the-scenes puppet goodness: armature machining, sculpting, moldmaking, casting, fabrication, set design, you name it. Then, the payoff: 35 seconds of fantastic-looking footage from the film.

Is this the best way to sell an animated film? I don’t know…and frankly, I don’t care. But as an animation fan, I’m thrilled to see a studio take a stand and do something risky. This trailer proclaims: “Marvel at our artistry! We’re not just making this film to sell you shit. We’re going to tell you a story with the highest commitment to creativity and craftmanship! And we’re proud of it!” What a statement. Box Trolls, directed by Anthony Stacchi and Graham Annable, will open on September 26, 2014.

If the video below is unviewable, watch it on Apple’s website.

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Amid Amidi

Amid Amidi

Amid Amidi is Publisher and Editor-in-Chief of Cartoon Brew.

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