Format composed of 3 videos in animated illustrations for TEDXRoma promoted by Ford, created with the aim of raising awareness among a target of young people on the themes of the speeches of the TED speakers.
Client:
FORD
Agency:
GTB
Art Director:
Marina Biagini
Head of production:
Mara Bruschetti
Director:
Pietro Polentes
Illustrator:
Cosimo Miorelli, Pietro Polentes, Mattia Sanseverino
Animations and Compostiting:
Riccardo Galimberti
Sound:
The Tune
Ford launched a socially impactful initiative with the aim of sharing visions and knowledge for a better future with a very young audience.
More specifically, the goal was to engage and raise awareness among middle and high school students around some of the topics explored in TEDxRoma talks.
To do so, the Rome-based agency GTB developed a communication campaign consisting of three video pieces, built around voice-overs taken from the speakers’ talks at these events.
The challenge was to develop the films through a visual language capable of attracting and engaging the target audience, while giving the three pieces a recognisable and coherent identity. The goal was therefore to create a consistent format while developing and amplifying the themes and messages emerging from these particularly meaningful talks.
The format consisted of three films that had to be developed simultaneously and delivered within a very tight timeframe.
This called for a sustainable and efficient production approach. The schedule did not allow for complex or highly articulated animation, nor would it have been practical to develop all three pieces in exactly the same visual style or have them drawn by the same artist.
Our solution was to reduce the animation to a minimum while putting the camera work at the centre of the storytelling. We developed a narrative language based on a single continuous shot, relying heavily on the visual impact of the illustrations and the direction to create movement, rhythm and engagement.
The three films were therefore connected by the same directing approach, while each piece was designed and illustrated by a different artist. This allowed the three illustrators to work simultaneously on their respective visual worlds, while the films were being composed and animated in parallel.
Each film was developed in close collaboration with the illustrator assigned to it. Throughout each piece, there are no cuts: the story unfolds through a single, fluid camera movement that takes us from one sequence to the next through transitions and foreground elements.
Parallax effects, multiple layers of depth and long camera pans became the foundations of the visual language, creating a sense of movement and continuity without relying on complex character animation.
The three visual styles are deliberately very different.
How Much Past Is There in the Future of Food? draws inspiration from encyclopaedia books and schoolbook illustrations, The Energy Evolution takes its cues from 1950s science-fiction books, while More Bridges Than Walls features a fully digitally painted, painterly aesthetic.
