In their own words
Two years after reimagining the Christmas packaging, bringing the on-pack stories into this second collaboration with Olaf has been extraordinary – uniting craft and creativity.
There is indeed meaningful screen time — the one that makes you feel something, makes your heart beat, your brain buzz, your eyes pop.
We wanted a highly variable font that could adapt to the scrolling aesthetic while still delivering serious cinematic impact.
Articles & interviews
- OTHERWAY and Studio AKA bring Fortnum & Mason's 'A Fantastical Christmas' to life
London studio OTHERWAY and animation house Studio AKA have collaborated on Fortnum & Mason’s 2025 Christmas campaign, 'A Fantastical Christmas'. The work combines Olaf Hajek’s hand-painted illustrations with CG and 2D animation to bring the retailer’s 181 Piccadilly store to life. The campaign includes a hero film, OOH rollout, and festive packaging extensions celebrating craft and storytelling.
- Brooklyn Film Festival Rebrand Promotes Quality Viewing Over Scrolling
Otherway rebranded the Brooklyn Film Festival with a campaign titled ‘Welcome to Good Screen Time,’ reframing cinema as a meaningful alternative to passive digital consumption. The identity uses 3D forms, variable typography, and sound design to contrast social media’s endless scroll with the immersive experience of film. The project celebrates intentional viewing and positions the festival as a champion of purposeful screen time.