ING: A monsters tale


On Mid November 2012, Ogilvy One Madrid proposed us a project: to make a 2 minutes short film for the ING Chances for Children program, aimed to raise funds for Unicef and help schooling children in rural environments. The short film needed to be up and running before Christmas holidays, which gave us less than 4 weeks to design and produce a 2 minutes animation piece. Regardless schedule, this project was a gift, and this was our feeling when we left the agency with enthusiasm after our first meeting for briefing with creatives.
This is the story of a monster that doesn´t let children go to school.


 

INTRODUCTORY VIDEO

This video was made by Ogilvy One Madrid and it explains pretty well the campaign and the purpose of the short film.
You can also watch one of the 4 possible endings.



ENVIRONMENT CONCEPTS

With the script in our hands and our target in mind, we started thinking about the look. Agency creatives wanted to go analogic, and we decided to create a CGI cardboard world first to avoid a digital look, and then because it brought handcraft and organic values that would translate us closer to the children’s collective imagination. The scenarios needed to be vast isolated areas of the world where children find difficulties to access education. Far from represent polluted big cities around the world, we had to portray the remote countryside, and we decided for three locations: Africa, South America and Asia. Each continent would have its own cardboard construction scheme, and a specific color palette. So when we cut from one to another location to tell the story while the monster travels, we would be able to trace his trip, wherever he is.



ANIMATIC

…Then we also started to think about the timing, sequences and the necessary situations to tell the monster story.
We had so much fun planning the cliff scene as in the spaghetti western old movies, and the chasing shots as if we would be depicting Tom and Jerry´s animations.



CHARACTER DESIGN

For our human characters we needed a very simple design that could communicate without needing a very complex animation. Also, our humans were a main character as a group and not as individuals, and that was a challenge. All children in our worlds, whenever they live, were represented in the different situations with no race. Just some color changes on their outfit, so to understand the change of location. But all same kids.

For the monster, we did a first bunch of designs with a lot of weird variations, playing around with different materials and styles. Monster represents everything that doesn’t let children in the world go to school. So as our world is made of cardboard, monster would be scissors-made. Or built by blades…

…And then we evolved the monster to something not that aggressive. We needed it less evil, a more overgrown big kid and dimwit monster.


Finally we came with this family photo:



STORYBOARDS

When animatics were approved by client, we dressed all frames and tried to paint a detailed description of what we would see in each situation.



CGI RENDERED FRAMES

And here you can find some frames of the finished short film:



CREDIT LIST:

Client: ING
Agency: Ogilvy One Madrid
Production company: The Frank Barton Company
Director: The Frank Barton Company