Fur For Animals - Full Video

Overall Video

Scene A

Following the feedback given, the mink is now appropriately size and trees are added into its path. The result is a smoother and more consistent animation that guides the viewer along the story. In the last second of the scene, the mink turns to the viewer as the cage starts to fall down. This is aimed to create an emotional connection between the viewer and the mink, to evoke empathy from the audience in order to generate awareness for the campaign.

Scene B

This scene remain relatively unchanged except for the mink's animation. The mink doesn't immediately fade into the background, better communicating the cramped conditions they live in. Through the adjustment, the appearance of the eyes appear more natural as they seem to emerge from the head of the mink rather than the background. To transition into the next scene, a lightbulb breaks causing the minks eyes to suddenly shut. The harsh transition keeps the pace of the video lively, with slow and fast areas. A lightbulb sound effect was chosen because of the context of the next scene. 

Scene C

The next scene follows the fur of the mink been made into a coat being showcased on a fashion runway. This is to illustrate to the audience where these animals end up on. Following the simplistic art direction, the coat is simply suspended over a catwalk with flashes of the cameras similar to a fashion show. The gasp at the start of the scene is meant to set a 'surprised' tone of voice, as if to say the fur coat is shocking. This relates to the fact included where it takes over 60 minks to produce just one fur coat.

Having movement in the coat and shadows prevent the animation from feeling static. The use of a bright camera flash creates a smooth transition into the final scene. 

Scene D

What is effective about the last scene is the lack of illustration. This produces a 'fresh' visual that allows the messages to be communicated without distraction. The background countryside ambience similar to the beginning of the video provides an uplifting tone that effectively portrays Fur For Animals as the solution to the fur trade problem. Here the tagline of the campaign is seen. Appearing just after Fur For Animals emphasises the point to the reader. 

Typography

The typeface used for the video's copy is Chelsea Market. We chose this typeface because its irregular forms are reflective of the paper cut out aesthetic of the video's art direction. Its informal design will be able to appeal to a younger audience as well, who are better to educate.