Working with Nexus Studios and creative agency Oberland, I directed this film to celebrate the launch of Michaels’ new online marketplace for makers. A host of handcrafted puppets, representative of the items available on MakerPlace, come to life to sing Aretha Franklin’s anthem ‘Respect’. I played with the human tendency to recognise faces in objects that don’t actually have them – AKA "pareidolia". The puppetry is complemented by a few 2D and stop-motion touches, transforming handmade crafts into a kinetic, dancing troupe of characters.