Script Writing // Art Direction // Motion Graphics // Animation
Commissioned by Swift to design a short animated film to help promote Swift, a breakthrough treatment for verrucas. This presented us with an interesting opportunity: it was up to ourselves to orchestrate the whole project, and in order for it to be engaging and as far away from clichés as possible, it prompted us to think creatively to keep the visuals relevant and interesting for the viewer, but not too realistic!
We achieved this by using a mixture of 2D & 3D elements, which exist within a 3D space and integrating key information with graphics in a clear, engaging and contemporary way. The overall tone we were aiming for was for it to be vivid, gently humorous but considerate, creating a film that keeps the viewer entertained but also aware of the subject matter.
Disembodied feet are the main characters, displayed in a variety of real-world settings (school, shops, gym, pool etc.) The feet were animated to show their unease, discomfort and even embarrassment. We then created a whole scene in a laboratory setting, showing the variety of over-the-counter potions currently on offer.
This scene was embellished, giving an almost photo-realistic look before leading into the treatment equipment itself, rotating slowly on a podium. This was modeled in 3D, with the podium given a reflective glass appearance. This is the only part of the film which has a clean, clinical look in order to show off the simplicity of the tool. Once applied to the affected feet, we return to them in the closing scenes where they are visibly happier and healthier!