In this in-depth interview, BAFTA-nominated director Sam Southward reveals some of the digital stop-motion techniques used for his Milka spot ‘Goodness’ and shares some of the secrets that helped him through his career in commercial and original animation.

Sam explains, “I liked the idea of treating the environment as a lead character too. We had to develop such an important part of the film in great detail and show how the community happily coexists within this naturally beautiful place. We researched exactly what plants and animals were native to the region, their exact colours and textures.”

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See Sam Southward’s work here