Directed & Produced
Caramel
Design
Caramel
Animation
Caramel
& Javi Vaquero
Photography
Marta Vidal
Compositing
Caramel
Sound Design
Murmur Sound Studio
Agency
ContrapuntoBBDO
Client
FAADA Animal Protection
Fish or Meat?
Are you one of those doubtful flexiterians? Do you think that fish suffer less than four-legged animals? Gustav also believes that and see what happens…
From the awarded Fish Trap campaign, which we did with ContrapuntoBBDO for FAADA, we’ve done this new piece as a little divertimento. It’s a re-edit with the best scenes plus new footage and soundtrack. Delicious!
Artistic Approach
Despite being a remix of the original video made for Faada, the artistic approach is similar. The original campaign mixed animated scenes with video footage showing dubious fishing practices. The art direction sought to generate an unpleasant feeling in the viewer but also to maintain a cartoony record that allowed us to play with gorier scenes, exaggerating the message.
For the character design, legendary shows such as Ren & Stimpy and SpongeBob Squarepants were taken as a reference for their sour touch. As for the setting, The Amazing World of Gumball was also taken into account in order to integrate the characters in a photographic environment that would allow a more realistic approach to the content.
Through color and music, two very different environments were created. The initial one, where the dilemma is posed in an everyday environment, and the development, more violent and striking.
What are you more about? Fish or Meat?