Challenging negative mindsets

Challenge :
To help launch the book ‘Ten Global Trends Every Smart Person Should Know’ which aims to challenge overly-negative thinking without claiming that our world is perfect.

Process :
Created in partnership with Richard Webb who worked directly with the book’s authors to understand and find the right visual tone to suit the content, my role was to take a series of rough sketched ideas and create a finished rich picture and short animation in line with the book’s branding.

Solution :
The short animation is an elevator pitch for some of the key points made by its authors and signposts the book and website at the end. The carefully chosen music, sound effects and voiceover by author Matt Ridley are key to balancing the tone of the final animation.