When it comes to animation, bigger isn’t necessarily better. However, it must be said that seeing your work plastered all over a large screen in front of thousands of people does help bring a sense of pride to our team of animators. Particularly when it is all for a fantastic cause.
So, when Parkinson’s UK were donated a slot on the Piccadilly Circus screens and they approached us regarding the project, it’s fair to say that we were pretty darn excited.
Not only was the project an incredibly creative, ambitious undertaking by a greatly respected charity, but it was also hosted on the second most famous advertising extravaganza in the world (we’ll get you one day, Times Square…).
So how did we go about creating a Parkinson’s disease animation worthy of such a grand stage?…
The Campaign - Raising Awareness Through Our Parkinson's Disease Animation
When approached by Parkinson’s UK, we realised that this was not only an animation project that was grand in scale, but also needed to balance education and intrigue in a manner that was sensitive to the context of the footage.
What was awesome about this campaign is that it seamlessly tied the footage on screen with what was happening in the real world. The Parkinson’s disease animation was to take its place among the Piccadilly Circus screen advertisements in unison with an art auction taking place nearby.
The pieces depict re-imaginings of a human brain suffering from Parkinson’s and were created by an array of some of modern art’s more notable names – including Tracy Emin, Gavin Turn and Conrad Shawcross – with all auction proceeds going to charity.
Our task was to create footage depicting the science behind the symptoms of Parkinson’s disease, which would appear alongside the art pieces and footage of those suffering from the condition.
The Process - A Meeting Of Our Animation And The Real World
With a project on the Piccadilly Circus screens comes a series of precise specifications.
Part of the charity’s Me, My Brain and I campaign, the video would be played during a 10 minute slot on the 28th October, 2022, with the bustling London crowds watching as they pass by. Not only that, but the totally unique shape of the curved screen called for ultra-unique video specs.
With limited time on the clock, our team of 3D animators got to working on a series of particle animations that would depict information struggling to pass between brain cells. We wanted to create a sense of failed connections within the brain without directly referencing it. And in a manner that would come across effectively when played in 4K on a 783.5m2 screen.
No mean feat…
This would then be interlinked with a series of videos of individuals living with the disease, the messages that they wanted to share about their experiences and a display of the artwork created for the auction. We wanted there to be fluid movement on the screen, with the different elements all being brought to the fore.
Here is how it ended up:
The Execution - Seeing Our Animated Advert On The Big Screen
So how did it look on the big screen? Not to toot our own horn, but it was pretty awesome.
Our team went to see everything unfold on a typically grey October London evening – here’s Theo and Diana enjoying the big reveal!
But seeing our work appreciated by thousands of Londoners, the grizzly weather didn’t phase us in the slightest.
Gutted you couldn’t make the screening? Not to worry – it will be happening again on 12th December at 6pm. Be there or be square.
If you are looking to create an animated video to accompany your OOH advertising project – whether on the Piccadilly Circus screens or elsewhere – we may be just The Animation Guys for you. Get in touch with our friendly team of animators via email at wecanhelp@theanimationguys.com or via the phone on +44 (0) 207 2886 319. We can’t wait to hear from you!
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