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.