WHAT TO DO?
CONCEPT | DESIGN | ANIMATION
With so many critical issues in our current world, how can we get people to listen?
Instigate change, make people get off their butt and do something!
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Through powerful advertising, we engage the public to recognize hidden dangers
they may not yet see—revealing the impact of GMOs in a way that resonates and empowers.
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2D ANIMATOR/2D DESIGNER CHAEWON KANG
3D ANIMATOR/3D DESIGNER DIANE LEE
ROOTS TO RUIN
Perfection is the illusion we chase.
Beneath it, our living world is strangled, crushed, and dissected—pushed toward a breaking point that threatens our very survival.
DESIGN DEVELOPMENT
The design integrates painterly illustrations for background landscapes, harmoniously complemented by 3D rendered subjects and foregrounds. Through thoughtful use of color, shape language, and composition, we create a visually captivating and cohesive narrative.
SHAPE LANGUAGE
The shape language distinguishes nature through rounded edges, symbolizing harmony. While GMO is characterized by sharp edges that convey conflict and danger.
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As nature or DNA transforms into GMO, the shapes transition to sharper forms, visually emphasizing the inherent tension and threats within this transformation.
COLOR TREATMENT
The color palette combines green and blue to evoke the beauty and harmony of nature. In stark contrast, green paired with black underscores the perils of scientific change. Bold red accentuates themes of DNA alteration and corruption.
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Ultimately, the visual concludes with shades of gray, reflecting the silence and desolation.
ANIMATION DEVELOPMENT
The editing emphasizes faster pacing as it builds toward the climax and tragic ending, while highlighting the contrast between loud and quiet scenes.
BACKGROUND ELEMENTS
To enhance the styleframes, subtle animations—such as gentle breezes, moving animals, drifting clouds, and motion parallax—are incorporated, inviting viewers to immerse themselves in the scene.
ADDITIONAL ANIMATION
DISTORTION EXPLORATION
To accentuate the painterly quality of the visuals, additional animations utilizing cel brush strokes are introduced, enriching the overall aesthetic.
As the narrative reaches its dramatic climax, expressive distortion effects are intensified, reflecting the chaos and emotion of the unfolding story.
PREVIOUS IDEAS
Learn the truth about the GMOs. They harm not only you but your future.
Embrace imperfection. Something that seems perfect might not be perfect.
Know your food. The impact of GMOs goes beyond your plate—
—it's reshaping our environment. Choose wisely.
01 BEHIND THE SCENES
In a grocery store we pick the juiciest, brightest, and biggest apple—perfect on the outside. But beneath its flawless surface lies a different story. What you’re holding isn’t the product of nature but of genetic manipulation.
02 BEAUTY HELD, FOR A MOMENT
Our world thrives on its imperfections, creating the delicate balance that sustains life. But as we alter nature through our innovations and modifications, the harmony unravels—cascading into stark desolation.
