As part of the Tate Movie Project, 25,000 children had the chance to give free rein to their creativity. In the virtual film studio, they were able to upload drawings, sketches, sound effects, and other ideas, and the best were featured in the thirty-minute animated film “The Itch of the Golden Nit,” which was shown on BBC and in movie theaters and also released on DVD.
James Hilton: “When I was a kid, the coolest thing a brand ever asked me to make was a hospital for my Action Man. I think it was a toilet roll brand. The more I think about that, the more worrying it becomes. Anyway, the point is that I wish I was a kid now so I could’ve done the Tate Movie Project. There is real purpose behind this; it has meaning, integrity and a passion to inspire. Like I’ve always said, ‘create wonder, not advertising.’ Well, this creates wonder in bucketloads, and the children who have
taken part, who have their work in a full-length feature film, will be inspired forevermore. Even if they don’t end up in the creative industries, they won’t forget their experience. Like toilet roll hospitals. Just much cooler.”