Choose Better Eggs

Client:

Animal Welfare Institute

Directing

Motion Graphics

Illustration

Writing/Concepting

Producing

Project Management

In this animated spot for AWI we used a carefully crafted script and utilized a combination of 2D, 3D, and frame-by-frame animation, to educate consumers how to choose better eggs. Over 2,000 chickens were animated as a hero hen journeyed through various unsavory hen laying environments before finding the perfect pasture raised home.

Our animated hero hen served as a wry comic relief as she educates her human friend as she takes them through serious environments. The journey and environments illustrate exactly where your eggs are coming from and thus drive the message home that pasture raised is best.

We worked through several tests of both the artwork and the movement to make sure the hen and the human movements were smooth and as realistic as possible.

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Our client AWI wanted to ensure we got each environment as close as possible to what the real life experience was. We reviewed photographs and videos of the real thing to make sure we could capture what the chickens would experience and painstakingly recreate it frame-by-frame.

VO for the project was a lot of fun. The voice of the hero hen had been practicing animal sounds for other work so was a slam dunk here.

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Creative Director MICHAEL RING Art Direction SCOTT RINEBOLD Animation Direction Scott Rinebold
Illustration GUILHERME FRANCO Producer EILEEN MARABLE, BAKER & HILL, EMILY JORDAN
‍Motion Graphics SCOTT RINEBOLD, JUSTIN WOLFSON, IAN GRIER, NICO DICOLA
Audio Mix TAKOMA MEDIA

Animation