Title | LANDCARE IS FOR EVERYONE : L.I.F.E |
Brand | LANDCARE AUSTRALIA |
Product / Service | ENVIRONMENTAL AWARENESS CAMPAIGN |
Category | A01. Animation |
Entrant | MIGHTY NICE Sydney, AUSTRALIA |
Entrant Company | MIGHTY NICE Sydney, AUSTRALIA |
Advertising Agency | MURPHY & FRIENDS Sydney, AUSTRALIA |
Production Company | MIGHTY NICE Sydney, AUSTRALIA |
Name | Position |
---|---|
Mark Collis | Chief Creative Officer |
Lisa Fitzhardinge | Agency Producer |
Producer: Fi Patterson > Line Producer: Hannah Murdoch | Producer |
Darren Price | Director |
Animators: Mike Singa/Billy Dao > Rigging: Maarten Beldman > Lighting Td: Wayne Osborne | Animation |
Stand Right Up By King Cannons | Music |
Modelling/Lighting/Render: Greg Petchkovsky/Tristan Lock | Special Effects/Computer Graphics |
Lighting/Render: Lyle Carroll/Denis Bouyer > Modelling: Gemma Cuneo > Concept Artist: Jason Pamment | Other Credits |
This 2min 3D animated spot was created by Mighty Nice and Mark Collis of Murphy & Friends. The L.I.F.E. campaign raises awareness and helps maintain the balance of life by encouraging us to become involved and think about our actions every day and their impact. Says Darren Price, Director "The sheer scale of Landcare’s work for Australia at first appeared an overwhelming task to communicate. But their grassroots movement is truly inspiring, and the story really told itself. From swooping high with the birds to a magnified ant, our animation illustrates the far-reaching effects of Landcare’s role in our country and beyond.” L.I.F.E. is about people across Australia getting involved with Landcare in their everyday lives. This campaign will undoubtedly resonate with it's audience. It is emotional and is driven by a great sound track.
L.I.F.E - was created using 3D animation techniques to create an organically crafted spot. Each character and set piece was designed and illustrated, modelled and textured with a natural look in mind. The brush strokes portray a more rustic look which helps people identify with Landcares core values and bridges the gap between computer generated 3D animation and the environment. The 3D camera moves, allow us to span a vast landscape juxtaposing soaring heights with close up lows. The biggest challenges were working out how to transition from one scene to another in a seamless way, in the time we had. Creating bespoke locations and giving them each a unique feel, lighting set up and colour palette. And lastly the sheer volume and scope of production to get through.