Studio Brief 1 - The Scarecrow

The Scarecrow

This animation was released in 2013 and was created by Chipotle Mexican Grill which was made to promote their new app based game. This shows you just how animation is used today, this was a 3 minute mini movie showing off an app game. It really gets across what the game could be about and an insight into the world in which the game is set, which is very beneficial as more people will buy a game knowing about the context.

The purpose of this animation however was not just for the app, it is looking into using animation to show economical, environmental and political issues of our society that we look over and ignore on a daily basis. The world in the video shows how people love to live in blissful ignorance of problems that are currently not effecting them, hereby leaving them too late to fix. For an animation that includes no dialect, it is amazing how many messages can be understood and taken from this.

In this video, the song is called 'Pure Imagination' and was sung by an artist called Fiona Apple. It is a cover of the original that was performed by Gene Wilder back in 1971. Some people don't understand what the impact of gripping music has on movies and animations, its gripping and so fitting for the core concept of the clip itself.

When watching this i was looking at the character design, i found it amazing how many expressions they created and how even with him being silent, you could see how sad or happy he was, this was also well done when they took the fabric into consideration when distorting his face and manoeuvring the fabric with his eyes and mouth.

Overall i found this animation to be very interesting and inspiring for what it was meant to be getting across to the audience. I am very interested in how silence can create so much more depth sometimes and how you can still make it so emotional which is why i found i wanted to talk about this one as it made me emotional as it was so sad to see what we've been ignoring for so long.