ART DIRECTION | STORYBOARDING | MOTION DESIGN
In collaboration with: Gen Reichel, Rachel Jackson, Melody Ching
Despite the Uk’s ban on fur farming, it still permits the import and sale of fur, making the uk complacent in the suffering of millions of animals.
In response to the creative conscience brief, we created How to Make a Fur Coat - a short video aimed at highlighting the cruelty inherent within the British fur trade.
Inspired by Fur-free
After a surprising revelation that the fur trade was still a problem in the UK, my team wanted our motion sequence to focus on the true horrors of the British fur trade. Research led us to the fur-free campaign, and its evocative imagery and harsh language was something that resonated with me and my team.
We wanted to channel the same energy into the tone and narrative of the sequence and thus, the campaign's manifesto was the foundation for our creative concept and direction for our motion sequence.
We wanted to channel the same energy into the tone and narrative of the sequence and thus, the campaign's manifesto was the foundation for our creative concept and direction for our motion sequence.
A Shift in Tone
Initially, we planned for our video to have a dark, emotional tone, depicting the uncensored transformation of rabbits into fur coats. However, feedback revealed that this approach could alienate our audience.
To make it more impactful, we pivoted to a dark, satirical instructional style—"How to Make a Fur Coat." This shift led to a complete overhaul of our storyboard and character design, emphasising simplicity to ensure our audience remained connected to the message.