Ellen MacArthur Foundation – 3D Animation
Beakus Animation Studio in London, were approached by the Ellen MacArthur Foundation to produce the second in their series of animations to promote a more economical way of living.
The animation is to be used and promoted by the Foundation online and also for a wide variety of educational purposes, such as open resource.
The brief was to illustrate the benefits of The Circular Economy, namely an economy that offers a positive framework to the future in the way we live our lives. In this model, products are designed using renewable energy and raw materials are kept within the system. Products literally become made-to-be-made-again.
The narrative also draws comparisons to the Linear Economy, based on a ‘take, make and dispose’ framework, one that the Ellen MacArthur Foundation feel that we should be avoiding.
The animation is 3 minutes in length and modelled and animated using Maya software. Beakus wanted the overall look to remain fun and quirky, which is reflected in the playful shape and nature of the characters and the ‘flat-shaded’ texture. A lot of work went in to designing the characters and environments, as well as the colour palette and the movement between scenes. With such dense material to work from, Beakus ensured that every opportunity for light characterisation and natural transitions was exploited.
Building upon the success of the first animation, a mixture of quirky ‘info-graphics’ and charming character animation were used, to deliver the complex ideas in an understandable and amusing way. Very roughly these define the ‘linear’ versus the ‘circular’ economies.
A Scottish voice over artist was chosen, so as to connect with the northern regions, which are the client’s main target areas.
Key Creative:
Animation Director: Mr Binns
Producer: Steve Smith
Production Manager: Laura Thomas
Client/Production Company: Jo Miller, Project Manager – The Ellen MacArthur Foundation
Sound Design: Fonic
About the Director:
Mr Binns is a talented designer, animator and director, and the latest Beakus signing. His work is smart, clever and perfectly formed – much like the man himself… Working across 2D and 3D, with a flair for colour, abstract space and sensitive character animation, Mr. Binns is a real find. His work ranges from psychological 3D short ‘Control’ to 2D corporate work such as ‘Google Euronews’ and ‘YouTube NextUp’, and broadcast work such as ‘An Idiot Abroad: Series 3’ Pre-Titles.
More about the Ellen MacArthur Foundation:
The Ellen MacArthur Foundation is an independent charity, launched in September 2010 that works with businesses and education to inspire the transition to a Circular Economy.
