Cruelty of man exposed in World Animal Protection campaign

World Animal Protection – Is The Life Of An Animal Worth Nothing At All

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Agency Production Company In-House
Production Company All Mighty Pictures
Director Anthony Dickenson
Post Production The Mill/London
Creative Director Mark Harbour
Editor Sam Rice-Edwards
Composer Nils Frahm
Colourist James Bamford

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Big names in the filmmaking business have collaborated with World Animal Protection, as it launches its ambitious new film, directed by Anthony Dickenson at All Mighty Pictures, which forms part of a global brand campaign. Visual effects and content creation studio, The Mill have used cutting edge technology to create computer generated animals, including photo-real performing elephants and a lion caught by trophy hunters.

We worked closely with All Mighty Films and World Animal Protection to ensure we captured the reality of the cruelty, using real life references (that were often hard to watch).

Just as touching and impactful is the making of film [below] which showcases the advances in CGI the spot demonstrates and highlights that there is no need to exploit animals in the film industry. The film takes the viewer on a journey showing how animals are used for sources of entertainment, for ‘sport’ or commodities exploited for profit. It begs the question; ‘does the life of an animal means nothing at all?

World Animal Protection – Is The Life Of An Animal Worth Nothing At All (Making Of)

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Agency Production Company In-House
Production Company All Mighty Pictures
Director Anthony Dickenson
Post Production The Mill/London
Creative Director Mark Harbour
Editor Sam Rice-Edwards
Composer Nils Frahm
Colourist James Bamford

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Above: The making of film that accompanies the new campaign.

“This film sends shivers down my spine and makes me unbelievably proud to be working for World Animal Protection at such a crucial time for animal welfare," said Georgie Bradbury, Global Head of Marketing at World Animal Protection. "People around the world are really beginning to wake up to the suffering that we, as humans, are inflicting. This film captures the essence of that exploitation, and I hope it will spur many to join us to speak out against animal cruelty and end it once and for all. Animals deserve a life worth living.”

“It was really inspiring seeing the teams we were working with and their passion for animal welfare" added Mike Chapman head of 3D at The Mill. "We worked closely with All Mighty Films and World Animal Protection to ensure we captured the reality of the cruelty, using real life references (that were often hard to watch) we created a fully CG elephant with photo-realistic muscle system and animation to perform a handstand, and vignettes showing distress and panic. It proves CGI can be used to alleviate the need to use real animals in front of the camera.”

To find out more, visit: www.worldanimalprotection.org