Having been fans of the work of Jonathan Edwards and Felt Mistress since we first saw their work on their range of Kaiju plush toys, we’re always excited when they announce a new project. And this one’s a biggun’!
The duo have created a set of posters for Spanish dairy firm Arla, with the pair working in their usual way – Jonathan doing sketches and designs and then Louise bringing the monsters into the realm of felt! The campaign also marked the first time that their work had been used specifically as illustration/editorial work, instead of as trendy designer toys.
Lousie explained some of the challenges on the project:
“They wanted her to look good both on her feet and sitting down. And Jonathan had cheated a bit and not thought about the mechanics. Fortunately we were able to make a setup with a hook that allowed for the cow’s head to be re-arranged.
Also it’s always important to me when making clothed characters, like the farmer, to use actual clothing fabrics rather than felt – I used denim and checked cotton for the farmer’s dungarees and a shirt with real buttons and fastenings. I think it’s details like this that really bring a character to life.”