It starts with lots of doodling...
The initial concept was to create figures that represented statistics - a reflection of how governments often fail to see the human being behind the policy, which is exactly what this charity stands for. As the project evolved, it became clear we needed to give those figures more flesh and form, allowing us to animate greater depth and emotion.
... and then even more tinkering...
To test whether the direction was working, we placed several figure designs into potential shots to see what resonated. In the end, the client felt the earlier, more rounded and softer drawings better reflected their members, so we moved away from the statistical figure approach entirely.
...followed by a lot of planning...
We developed the storyboards for both films in parallel, carefully shaping shot variety and visual rhythm to avoid repetition. This approach ensured each film had its own identity, while still working cohesively as a unified pair.
...some careful crafting...
The figures needed to retain their shape while still striking strong, expressive poses. By keeping the mesh poly count low and carefully smoothed, we achieved softer joint bends, avoiding sharp elbows and knees that would have disrupted the flow of the silhouette.
...until finally it all starts to come together!
The charity had a strong brand that we wanted the animations to sit comfortably within. Since the figures were central, we kept them as the primary 3D assets and used 2D graphics and animation to “affect” them - reflecting how they might experience life in the real world.
If you liked this then have a look at the full film...
