Giulia BarberA




Francisco Magin




FedUP Studio Lab is very excited to launch our first stop motion ident; Heck in the Box, directed by Giulia Barbera.
Pinkwashing, Greenwashing, Whitewashing, we are opening a Pandora’s box… not one but three boxes to be exact. Being ethical and sustainable is a minefield and we are committed to lead the conversation.

The artists

Giulia is pronounced Julia -like in English- but the spelling will confuse any non-Italian.
She was born in Palermo, Sicily, has a degree in American Literature and a diploma from the animation department of CSC – Centro Sperimentale di Cinematografia, Italy’s oldest and best known Cinema School.
Moving to London, where she was freelancing for over 10 years, she worked with TV channels such as Cartoon Network, Nickelodeon, and BBC1, as well as in advertising, and in games, apps, and video productions aimed at the web, like “The Return of Auntie Lorraine”, a short written by Wes Anderson to promote his feature “Moonrise Kingdom”.
She has been an activist all her life, both on the streets and on the keyboard, and is most interested in educational animation productions and documentary films.
She will work remotely from her Mediterranean seaside town, while genuinely complaining about how hot it is.

Francisco Magín Nafría is a professor in History of Philosophy and Psychology. He is the author of several books on contemporary aesthetics and art. His musical education began at the age of 7 with the first notions of harmony. He has been a member of different groups such as “The Strangers,” “Nevermind Dallas” and “The Colt Band Brothers.” At present, he specializes in creating cinematic music for films and video games.   


We always wanted to develop a socio-political piece that showcases our ethical values, and we knew that Giulia was the right person for this. Stop Motion is quite special. Its handcrafted qualities really convey love, care & attention to detail more than any other technique. 


Stop Motion deals with the real-world physical limitations, working with real sets, models, props and lights can be a huge challenge. Space and sourcing materials can be a problem too.


A tight pre-production! Luckily for us, Giulia has a lovely workshop where she started building maquettes and running animation tests. Once we knew we could go ahead with a stop motion sequence, we then focused on making the story right which is especially relevant with a socio-political piece. 


We had a brainstorming session with Giulia to make sure we were on the same page with the script. After pitching it to us she started working on the storyboard and the models. 

Once the storyboard and the animatic were done and dusted she then moved on with the actual animation. Salvo Prestifilippo, a brilliant photographer, helped raising the bar, lighting the sets. 

We were super thrilled by the clever story and sense of humour, extremely detailed models, and the chunky animations. However, we were still missing the titles, so we called our favourite designer duck Malena Merlina right away to wrap up the visuals. She produced a stencil look to complement the handcrafted sets. FedUP took care of the post-production in-house. 

Sound is a huge deal too, so we called in one of our trusted composers, Francisco Magín who blew us away with a brilliant score and sound effects. 


Stop Motion

Stop motion, in contrast to 2D animation is based on built sets. It can be everything from 3D characters and objects to flat cut-outs. The illusion of movement is created when individual still photographs are sequenced together over time. One second of time is usually divided into 24 frames. Depending on the style of animation there can be as many as 24 unique stills in one second of animation – 24 frames per second (fps) – or as little as two. Conventional animation is done on ‘2s’, meaning there is a new photo shot every 2 frames (i.e., 12 fps). This enables artists to save on production time/costs and gives stop motion animation its unique look. 


Dragonframe / Adobe After Effects / Photoshop 


It looks stunning, yet another brilliant ident! It flows really smoothly, and we love the sense of humour mixed with a socio-political message. 

As a matter of fact, this piece is a full-on short film! 


STORY MATTERS – we love technical jargon and learning new techniques, but we strongly believe that the story should always come first!


MOTION ACTIVISTS – we work with people that share our values.

Our credits

Script, Storyboard, Stop Motion Animation: Giulia Barbera

Cinematography: Salvo Prestifilippo

Soundtrack: Francisco Magin

Title Design: Malena Merlina

VFX and Postproduction: FedUP Studio Lab