Year
Client
Agency
Deliverables
x5 2 mins videos
x5 Instagram Shorts
x4 30 secs Reels
Services
3D Modelling, Stop-Motion, 2D Animation, Compositing,
Softwares
Palette
ABS Census
Brief
Every 5 years, the Australian Government undertakes its largest and most critical statistics collection initiative - the national Census.
While one of the key aims of Census is to measure the country’s population and demographics, the initiative runs far deeper than that and the benefits of its undertaking on the everyday lives of Australians are far greater. Together with Wildbear Entertainment and the Australian Bureau of Statistics we collaborated on developing clever and effective Census education content.
A recent study showed most Australians “transact” rather than “meaningfully engage” with Census. Therefore, the Bureau wanted the campaign to engage and inspire Australians of all backgrounds, to not only be involved, but learn how their involvement can ultimately benefit them.
Process
We were approached by Wildbear for our expertise and used a combination of purpose-shot stop motion with 2D animated monoline art over the top of the filmed footage. We used colourful backgrounds using the brand colour palette with Miniature paper sets and the line art to drive the action between scenes, adding movement and visual interest.
3D Paper props and sets connect us visually and thematically to the idea of the Census and the collection of information and data.
The positivity and ‘feel-good’ nature of this mixed media approach is immediately apparent through the energy and bold colours. It is organic, fun and attention-grabbing as it’s not immediately apparent how the videos were created.
This curiosity about the production process naturally leads to curiosity in viewers about the Census. Inciting to click on other videos in the series in order to see the creative, playful imagery, as much as to find out further information.
A secondary benefit to this approach is that a blend of live action and animation allows the AUSLAN interpreter to be integrated more cohesively. It will not appear visually awkward, as it could do if the interpreter is simply inserted over the top of an entirely 2D or 3D animated video.
Overall, this approach best answers the ABS criteria of ‘novel and disruptive’. It is positive, visually arresting and accessible by a wide range of audiences.
Behind the scenes
Styleframe
Animatic
Feedback
We are really happy with the Census animations! We appreciated Soymilk’s flexibility and ideas throughout the process. Thank you very much!
Stills
Latest works
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