How To Improve Capitalism

Or at least, here are some ideas on ways that we could change it – I always feel that a video like this works best if it prompts you to at least think about the questions being raised, even if you don’t necessarily agree with all the answers – thinking about these problems (rather than just accepting the status quo) is the first step to finding workable solutions.

This is also the most recent project that I’ve worked on. The client in this case was Alain de Botton – a contact that I picked up through Twitter.

Starting with the script and voiceover provided by Alain, I had a chat with him to go over the project, check what his requirements were, who the intended audience were and so on. I was also able to ask if he had any specific themes or styles in mind for the piece (he liked the Guardian piece that I’d worked on with Alex Purcell, so I went with a similar art style). From there I created all the concepts, worked up the art direction for the piece, built all the art assets in Illustrator, and animated everything in After Effects. Sound design was done by Jonny Elwyn.

One thing that I specifically wanted to avoid was the use of maps when talking about countries – it’s used everywhere (as it’s frequently the shortest distance between information and understanding) but ultimately it’s just not that interesting. I felt the capitalist machine concept, with different countries being represented as machines painted in their respective flags, would work well for the subject matter (and I was able to play around with it a little bit – for example, Sweden has a lot more furniture on it’s conveyor belts).

It was a fun project to work on, as it’s always great when you have a bit of creative freedom. The release into the wilds of the internet has also gone well. At the time of writing, it’s been viewed over ten thousand times on YouTube, with likes far outweighing dislikes (always a good sign!).

Rufus Hound seemed to like it.

rufusHoundTweet

But the main thing is that the client was happy with it. It’s always great when you get feedback like this:

“The film is terrific, everything I could have hoped for. You’ve done a fantastic job. Thank you so much.” Alain de Botton

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