Fur For Animals - Third Meeting

Prior to this meeting, a rough outline of the video's script was drafted.

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Every year, tens of millions of minks are bred and killed for the skin off their backs.

• see mink in cage 

These animals are kept in small wire cages, they live in fear, stress and disease that take a toll on their mental and physical well being.

• zoom out to farm with rows of cages with mink circling around endlessly 

They live in fear, stress and disease that take a toll on their mental and physical well being.

• frame of mink being pestered by ‘clouds’ that represent these realities.

Minks are solitary creatures which live in lush wetland spanning as large as 2500 acres.

• frame of mink in environment. 

The energy to needed to produce a fur coat is approximately 20 times the energy needed to make a fake one.

Can you tell the difference?

• frame of the lush wetland being destroyed by our doing
• frame of two fur coats but behind them is reflective of the environmental impact

Help fight against the harsh reality of the fur trade.

Fur For Animals, not us.

Find out more at “www.furforanimals.org”

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In this meeting, we discussed the initial draft of the script, what art direction would suit best or the video and to fine tune the transitions. What was effective in NSPCC's video was the quick snappy transitions between each piece of information. Achieving smooth transitions is a minor detail but it is important in ensuring the message get communicated clearly.

The narrative is written with aim to inform the reader of the realities of the fur trade, hence the heavy emphasis on facts, and to keep the message concise. We decided to remove the environmental fact. It is unrelated to the overall theme of fashion because it the largest industry for fur. Following the short duration we set out to achieve, we condensed the scene into 4 smaller ones each being 10 seconds long. This will keep the video focused and concise. 

The illustration style Kieran drew up provided an appropriate tone of voice we identified. Avoiding the high impact shock photography that has been countlessly used, the hand cut paper illustrations communicates a light tone of voice that feels approachable to the younger audience.

https://www.instagram.com/anyaszura/

The inspiration to use this type of illustration came from an instagram post i stumbled upon by illustrator 'anyaszura'. I felt the Kierans style would compliment the hand cut paper shapes creating a handmade feel that would connect more with the audience. As a result, the artistic style of the video will set itself apart from the competition, drawing interest and increasing the campaign's awareness. 

In order to get of all us on the same page, a quick story board was drawn up to help get an idea of the animations.