Client:
Animal Welfare Institute
In close partnership with AWI, every element of the 2D, 3D, and frame-by-frame animation was carefully designed to authentically portray the chickens’ living conditions while enriching their thoughtfully crafted script. Our hero hen provides wry comic relief as she takes her human friend on a journey through the various conditions by which eggs are farmed.
They are transported through bleak factory farms, cramped so-called ‘cage free’ farms, and finally end up in a serene pasture-raised farm which produces responsibly farmed eggs. We tested various art and movement styles to make sure the character design could express the gravity of the subject matter while remaining friendly, relatable, and realistic.
Our client AWI wanted to ensure we got each environment as close as possible to what the real life experience was. We reviewed photographs and videos of the real thing to make sure we could capture what the chickens would experience and painstakingly recreate it frame-by-frame.
Casting the voiceover talent for this project was also a lot of fun. Our lead actor for the voice of the hen had been practicing animal sounds for other work, so she was a blue-ribbon find!
Creative Direction MICHAEL RING, SCOTT RINEBOLD Art Direction SCOTT RINEBOLD
Animation Direction Scott Rinebold Illustration GUILHERME FRANCO
Producer EILEEN MARABLE, BAKER & HILL, EMILY JORDAN
Motion Graphics SCOTT RINEBOLD, JUSTIN WOLFSON, IAN GRIER, NICO DICOLA
Sound Design & Music SCOTT RINEBOLD Audio Mix TAKOMA MEDIA
