CASE STUDY
Department of Premier and Cabinet: Coercive control campaign
Stories that could easily fill a documentary-length film, distilled into just 30 seconds.
ANIMATION / CREATIVE STRATEGY / SCRIPTING
The concept for the Aboriginal-focused family and domestic violence (FDV) campaign was born out of consultation with subject matter experts and those with lived experience, led by the talented team at Nani Creative.
A creative collaboration with Nani Creative.
Lead agency, Nani Creative, brought on Clare Reid and Davide Boscolo to collaborate on this vitally important project.
The creative idea lent on the symbolic changes of shape, colour, and tone to tell the intersecting stories of cultural erasure, loss of identity, entrapment, and gaslighting. With many complex visual motifs, the craft really needed to be on point.
The tone couldn’t be too dark or obviously scary to illustrate the often-insidious nature of coercive control.
And while early concepting developed a ‘monster’-like character, this needed to be avoided as the piece also needed to connect with perpetrators so that they had an opportunity to see themselves in the piece and seek help.
This film was executed as a 2D animation with multiple 3D and VFX elements, such as the fire, the painted ribbon effect, and the stars. The animation superstar on this project was Davide Boscolo.
The hero piece was created in landscape, so the animation was recreated for portrait digital executions; with multiple language versions, each requiring their own edits to the animation pacing, there were a total of 54 unique deliverables to render and export.
The process (in a glimpse): scripting, visual mood board, storyboard, voiced animatics, character and prop design per scene, rigging, scene layout and blocking, animation, VFX, colour grading, sound design, render and export *phew.
The final motion graphics/design-led animation told a story of coercive control that deeply resonated with the consultation group. The initial run of the campaign was so successful it was extended to broadcast TVC.
As with any awareness raising campaign, it takes time and specific research avenues to gather the results; however, the motion graphics film is clearly resonating, because in just four months, YouTube engagement reached 35,267 viewers and broadcast video on demand achieved a 97% completion rate.
Credits:
Creative agency: Nani Creative
Concepting: Kevin Wilson and Clare Reid
Design direction: Leigh Wood
Scripting: Clare Reid
Creative direction: Kevin Wilson
Animation: Davide Boscolo
Head of studio: Justin Stewart
Producer: Candice Shields
Post-production lead (now Motion Meets Still): Gavin Carroll
Production agency: Lush