Public service announcements must balance simplicity with a challenging message if they’re to do their job and capture the attention of the audience at home.
But, it’s no easy task finding that right mix. But it’s Vancouver-based animation studio The Sequence Group that has done the needful. This, because it is equipped to deliver the desirable.
It so happened that Sequence was approached to create a 30-second spot for electric power company BC Hydro detailing the dangers of downed power lines.
The concept was to build a digital diorama contained within a snow globe, conveying the message as clearly as possible via an eye-catching aesthetic.
The Sequence team was brought on board by TAXI Vancouver which didn’t have the capacity to handle a full-CG spot itself.
Ultimately, Sequence handled modeling, look dev, concept art and animation and an extensive array of tasks to be completed in just four weeks.
“We were given the concept following that it was a question of ‘can we do this on budget?’ and finding a way to make that happen,” says Ian Kirby, Sequence’s co-founder and creative director.
“Thankfully, we’re good at CG, but we’re also good at designing aesthetics, and this project was more about design than just a straight up CG shot. It feels stormy, but cute—we found that balanced well, delivering an important message without coming across as frightening,” he added.
Creating a living world inside a snow globe meant a variety of the Sequence team’s skills were put to task.
Facial features weren’t the only element requiring careful attention. As an informative announcement, the environmental dangers had to be portrayed with accuracy.
Now that the Spot is out, Dan Sioui, Sequence executive producer couldn’t be any prouder of his team’s work, particularly as it was completed for a local company and airs almost every day on local Vancouver television stations.