A current trend with a lot of animated campaigns is to deliver information using infographics and simple characters, often using clean 2D vector animations. They work well, explain what needs explaining and deliver a message. But since Future Resume’s approach is different to normal recruitment tools we needed our approach to be different as well. FR’s aim is to focus on the human’s behind the list of experience and information their CV provides. We decided to echo that ethos in our aesthetic by creating a more focused narrative using 3D characters – so they had literally and figuratively more depth – just like a FR provides.
With the man / job seeker, we wanted to make him physically at odds with his environment. There wasn’t enough time to explain his discontented situation in detail, so we used shape and space to visually illustrate how he wasn’t where he should naturally be. Some inspiration came from Pixar’s Mr Incredible, when he works for an insurance firm, crammed in a tiny office cubical. We created a figure whose top half was much bigger than his bottom, so he had to stoop and hunch over the keyboard. The initial model though was too aggressive in frame, so we brought the shoulders in and thinned the arms, as the point was for him to look uncomfortable and unnatural, or menacing and angry.
The woman / recruiter was formed much easier. Her posing was more affirmative with rolled up sleeves, lifted shoulders and head. She’s taking action, in control and trying to solve a problem. Her outfit was trickier. We wanted something that suggested ‘business’ without falling into the trap of making her dress like a man ie. Suit and trousers. The rolled up sleeves gave an air of pro-activity to her nature.
Her environment needed to feel more sparse. She’s lacking in suitable employees, so having a conference desk with no-one there alluded to this. It also told the story of someone who has just had a meeting with management and is now reviewing the figures and issues she needs to address.
The camera and the positioning of the two characters was important. It again helped give some hierarchical placement to each individual’s position, with the recruiter literally sitting higher than the job seeker, in a position of authority. Although we’re firm believers in the two-way process of interviews; using stereotypes in scenarios such as this, if not overplayed to a negative skew, helped enforce the story being told.
The textures also added a more tactile dimension. Although FR is a digital tool, it stills relies heavily on the interaction between people. Using warm colours and earthen textures gave it a natural, more analogue aesthetic, so the process didn’t feel too cold and clinical.