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INSTAGRAM
CREATE DON'T HATE


INSTAGRAM
CREATE DON'T HATE

Technique

2D Hand drawn animation / Compositing

CLIENT

INSTAGRAM

AGENCY

NO.8 LONDON

ANIMATION / VFX

FEDUP STUDIO LAB

YEAR

2020

OVERVIEW

“Create Don’t Hate” is a message of empowerment from the community, and reminder that Instagram wants to be a safe and supportive place for everyone.

The BRIEF

We were approached by No8 London to develop a graphic and animation treatment for an anti-bullying campaign.

This mostly consisted in a mix of live action shots and hand drawn animated text which represents hate speech, being quite literally kicked out of the picture.

The CHALLENGE

We had a few challenges on this job, getting the right treatment to convey the key message with very trendy graphics, making sure the animations were interacting with the actors and integrate them to the live action shots with compositing techniques such as tracking and rotoscoping.

The SOLUTION

FedUP got involved in the early phases to produce a series of moodboards and animation tests.

The PROCEss

We had a tight conversation with the client and the director in this first phase to make sure we were both happy with the treatment. Sharing daily wips and getting prompt feedback helped us to quickly nail the final look.

Once the style was set we moved on to the animation stage.

The TECHNIQUE

We created a series of hand drawn animated flickery words in Photoshop to use as a key ingredient for the different videos.

We then developed the animations for the different scenarios such as a snake, vortex, or a cocoon in After Effects, integrating them with the actors and the environment.

SOFTWARE

Adobe Photoshop, After Effects, Mocha.

RESULTS

It’s been an extremely successful campaign which led to getting commissioned a second series of videos.

Our credits

Styleframes and Design: FedUP Studio Lab (Alixe)

Animation and Compositing:  FedUP Studio Lab (Alixe and Fred) and Sandra Clua