LANDCARE IS FOR EVERYONE : L.I.F.E

TitleLANDCARE IS FOR EVERYONE : L.I.F.E
BrandLANDCARE AUSTRALIA
Product / ServiceENVIRONMENTAL AWARENESS CAMPAIGN
CategoryA01. Animation
EntrantMIGHTY NICE Sydney, AUSTRALIA
Entrant Company MIGHTY NICE Sydney, AUSTRALIA
Advertising Agency MURPHY & FRIENDS Sydney, AUSTRALIA
Production Company MIGHTY NICE Sydney, AUSTRALIA

Credits

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

Brief Explanation

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.

Creative Execution

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.