JWT Sydney creates eight short animated interactive online films target teenage bullying
Eight short animated interactive online films have been created by JWT Sydney for the Australian Federal Government centred around Teenage Bullying. The series consists of eight interactive films created as part of The Line multi-media campaign.
BEHIND-THE-SCENES: JWT approached Halo Pictures to create the eight interactive animated films using a single line, and develop eight different styles to execute the campaign.
Halo Producer Lisa Hauge, said that the creative brief was fantastic.
“Laurie Geddes and Micheal Malherbe from JWT were clear that we had to story tell through a single animating line and creatively not to borrow from obvious and cliché styles but to create them,” she says. “From here Halo chose a selection of Art Express students, who worked alongside Halo’s Art Director Dave Shooter for the end results. The campaign allowed Halo to bring all areas of our expertise to the project in design, character animation and storytelling techniques. Each film had a separate pipeline for 2d and 3d animation, traditional and digital painting with experienced and emerging creative team members.”
The animated stories are episodic and loosely follow the lives of a group of teenage friends as they move in and out of relationships.Each one deals with a different relationship dilemma and allows the viewer to make arange of choices. The aim is to get young people thinking about the issues andexploring the potential outcomes, rather than passing judgment or dictatingbehaviour.
The films are all based on an animating “continuous line”, where the storytelling is literally drawn scene to scene between each interactive element. Each film has its own distinctive visual style, thanks to a group of up-and-coming young artists who were recruited mostly from ART EXPRESS by Halo to give an original look.
Halo Pictures character animators and technical crew then translated each style to be suitable for interactive storytelling.The aim with this style was to avoid the potentially polarizing nature of live talent, as well as giving the campaign an ownable look that’s not just a blatant rip-off of youth culture.
CREDITS
Agency: JWT Sydney
Writer: Laurie Geddes
Agency art director: Michael Malherbe
ECD: Angus Hennah
Agency Producer: Amanda Slayter
Client: Dept. of Families, Housing, Community Services and Indigenous Affairs
Production/Design/VFX: Halo Pictures
EP: Lisa Hauge
Supervising Director: Chris Hauge
Art Director: David Shooter
Animation Directors: Chris Hauge, Simon O’Leary, Arthur Filloy
15 Comments
So I showed these to my teenage kids……the got bored after about half way through and went to text their friends…….
Ah well then 7:57 am they must be crap thencause your kids are infallible I’m sure.
Too long.
For those without A.D.D, it’s a great initiative, nicely done.
And about as un-clumsy as the Government gets.
What the fuck? She’s going to kill herself because he turned his phone off?
….. Urgh.
Groucho……. teeanagers are surly monsters……and totally fallible….hence the issue
Ponderous and boring. Your kids were right.
Maybe brush up on your parenting skills 7:57
Work on the interaction between parent and child. Teach them respect. Perhaps mobile phone time can be restricted to certain times of the day. Good luck.
11:43
It’s not her who’s dead…he said his battery had ‘died’…
Personally teenagers aren’t the ones who need to be taught a lesson on bullying.
Most of the people on the blog are cyber bullies. Of the worst kind.
Saying vicious nasty and designed-to hurt-things. I for one suggest the government do one for readers of the blog
Pretty sure the audience would get that it’s animated after the first few seconds. I’m just not sure it needed the scribbly sounds all the way through the whole thing. Apart from the distraction of that, they’re ok.
Really good for Government stuff – well done
Plenty of bullies in advertising too. I can think of a few.
They’re great! Well done Laurie & team.
When is the Federal government going to make a campaign targetting Mojo Senior management to stop the incidious bullying in Melbourne?