Financial Times - Make Sense of it All
The Financial Times approached us looking for an effective advert that followed the theme of making sense of the chaos going on in the world. As we were making this advert we were facing threats from every angle, with covid still looming, a war brewing and the financial markets all over the world facing shocks, we felt it was important to show that The Financial Times were the voice of reason, cutting through the noise and ‘making sene of it all’.
The concept shows a range of people, shot very close focussing on the eye of each person. Within the reflection of this eye we saw different threats or news stories that were emerging at the time. These slowly build up and increase in pace until we are left with a chaotic cacophony of sound and visuals. Using a puzzle mechanism we introduce the Financial Times slogan ‘Make Sense of it All’, this completely cuts through the noise and brings everything to a standstill suggesting that the FT can help bring clarify and calm to the average persons life, rather than chaos and panic.
Once again I was art director on this project and helped create a lot of the imagery used within the eye, as well as working closely with our design team to create the final assets for the piece. RATCHET Partnered with Orchard Post to deliver this 30 second TVC. Orchard Post helped bring our concepts and animations to life by cleaning up the shots slightly where needed and using VFX to input each image into each eye.
Roles
Co-Animator
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Art Director
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R&D
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Designer
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Co-Animator • Art Director • R&D • Designer •
On set, full time motion designer, part time eye model
On set, using a custom build setup to allow people to rest their heads on the frame, meaning we could focus on the eye easily.
On set, ungraded preview
On set, Nick having a blast
On set, the makeup artist doing some last minute touch ups
A sign I had printed out and drawn over with chalk pens outside our office, to create one of the many images to go into an eye
Early Animatic
Below you can see a very early animatic that I created before going on the shoot. This was created using different images of people online that matched our models, as well as showing what image would be placed within the eye in the final thing. This allowed the client understood where we were planning to take the ad, before the shoot and final asset creation. This also gave us some very useful insight on the shoot, and allowed me to create an extensive shot list for each model.