Broadcast Beat Magazine 2017 BroadcastAsia Special Edition | Page 30

A PSA WITH A HOME-
GROWN TOUCH:
BC HYDRO
Public service announce-
ments must balance sim-
plicity with a challenging
message if they’re to do
their job and capture the
attention of the audience at
home. Finding that right mix
is no easy task—but it’s one
Vancouver-based animation
studio The Sequence Group
was equipped to deliver.
Sequence was approached
to create a 30-second spot
for electric power company
BC Hydro, detailing the
dangers of downed power
lines. The concept was to
build a digital diorama con-
tained within a snow globe,
conveying the message as
clearly as possible via an
eye-catching aesthetic.
The Sequence team was
brought on board by TAXI
Vancouver, which didn’t
have the capacity to han-
dle a full-CG spot itself.
Ultimately, Sequence han-
dled modeling, look dev,
concept art and animation—
an extensive array of tasks
to be completed in just four
weeks.
“We were given the con-
cept—following that it was a
question of ‘can we do this
on budget?’ and finding a
30 • Broadcast Beat Magazine • www.broadcastbeat.com
way to make that happen,”
says Ian Kirby, Sequence’s
co-founder and creative
director.
“Thankfully, we’re good at
CG, but we’re also good at
designing aesthetics, and
this project was more about
design than just a straight
up CG shot. It feels stormy,
but cute—we found that
balanced well, delivering an
important message without
coming across as frighten-
ing.”
Minute detail
Creating a living world