The Identity
Experimental stylistic storyboard 1
Experimental stylistic storyboard 2
Storyboard 1
Storyboard 2
London background
Transforming animation
Blinking
RSPCA
"Create an animation for a company to raise awareness for any issue"
While everyone was talking about planetary issues, we figured: why not tell one small story that represented millions?
I raised neglected chickens, and this was a story that I was truly connected to. That connection would become a crucial role in the creation of this animation.
We had never done any animation before, and this was our first time learning Procreate, After Effects, and Sound Design. With these new tools, we turned one animal's story into a story for everybody.
Chickens running
Chicken staredown
Roy & Oregon
Chicken coop
RSPCA reported that “More than one call is made every 30 seconds for animal cruelty."
This became our key statistic, which we used to urge people that adoption is always an option.
As cat's are the most popular pet in the UK, and we were targeting people living in London, we naturally chose a Cat in a London setting.
The RSPCA (Royal Society for the Prevention of Cruelty to Animals), a widely respected, the oldest and largest animal welfare charity provided the statistic and resources on re-homing neglected animals. They were the right company to create the advertisement for.
From our research, we found so many different articles and resources about animal abuse.
Almost all of the articles extremely graphic, and asked for donations. It was hard to know whose story to tell.
Eventually, these different statistics and stories would become pieces of our final animation.
The Turning Point
By using a statistic to lead our call to action, creating a storyboard made up of different experiences, we developed a narrative from one number into an entire animation.
Market Research, Animal Cruelty / Neglect research
Creating a narrative using a statistic
A Cat's Story touched everyone's heart, and shared a successful call to action.
This thrived because we used our hands to design the animations, sound, and connection.
Different stories of animal neglect were pieced together to create a cohesive narrative.
Instead of choosing just one story from our research, we told all of them.
Raising animals played a significant role. My chickens were thrown in a box outside of my Dad's house, and we raised them, and even built them a coop. Creating a loving and caring home, while accommodating for their needs, was essential, and we conveyed that the story.
We used new design and animation tools to create visuals and sound design.
Our visuals were hand-drawn in order to make the story more personal and organic. We used Procreate and After Effects. This was before Procreate Dreams, and onion layers. For our sound design, we made most of our own sounds, used some and I did the voice over.
We worked smoothly as a team to get this project finished!
Helping with animation, providing critical art direction, strategy, and narrative made me shine.
From our critical evaluation, we were told our Experimental Stylistic Storyboards was too explicit and dark. Instead of animal abuse, we went towards animal neglect.
I drew upon my experiences raising neglected animals to solidify the storyboards, creative direction and script for this brief. My skills with English were the strongest in the group, I had the most experience with animals, so I was able to guide a lot of artistic narrative and bring a voice to this project. My role wasn't to replace what my friends were saying, but to translate and amplify it for our narrative.
I'm very pleased with this brief, lucky to have such talented and great friends, and it was an amazing opportunity to bring this story to life.
Giangg and I collecting sounds
Jiaqi, myself, Giangg, and Yefan
