Technique
CLIENT
AGENCY
ANIMATION / VFX
YEAR
Instagram aspires to create a welcoming community where everyone feels secure and supported, and “Create Don’t Hate” is a message of empowerment from the community to support this campaign.
No8 London commissioned Alixe Lobato to create a visual and animated treatment to support their campaign against bullying.
The project consisted of live action footage mixed with hand-drawn animated text. The text needed to reflect the hate speech, the energy and negative vibes that the text inflicted on the main characters. These characters were producing actions to push away the negative graphic elements as a metaphor for this.
On this project, we had to discover the best way to represent the main idea with highly modern visuals, make sure the animations interacted with the actors, and incorporate them into the live action sequences using compositing methods like tracking and rotoscoping.
A set of moodboards and animation tests were created by Alixe throughout the early stages of the project, so the client knew how they were going to look in the final stage. She also developed the idea of how those graphic elements would move on the scene. As a result, the customer was able to provide feedback that was more detailed and had a clearer understanding of the outcome.
In the initial phase, we spoke with the director and client to make sure we were both satisfied with the treatment. Alixe produced a series of animation tests to showcase the style she had in mind.
We rapidly nailed the final appearance thanks to daily feedback exchanges and speedy responses to our questions. After receiving the necessary feedback and approvals we moved on to the animation stage where we were working along with other animators.
For the various films, we used a sequence of hand-drawn, animated, flickering phrases that we made in Photoshop.
Then, using After Effects, we created the animations for the various scenarios—such as a snake, vortex, or cocoon—and combined them with the characters and the surroundings using compositing methods such as tracking, 3d imported tracking from 3D softwares and a lot of masking.
Software: Adobe Photoshop, After Effects, Mocha.
Due to the success of the campaign a second set of videos was commissioned.
Styleframes and Design: Flying Duck Studio Lab (Alixe Lobato)
Animation and Compositing: Flying Duck Studio Lab (Alixe Lobato)
