Mummu Puts Genetic Modification Under the Microscope for The Royal Society
London based animation studio, Mummu, was contacted by The Royal Society to make an enlightening animation about genetic modification for their online audience. The animation directs people to their question and answer campaign, which explains the facts about genetic modification.
The animation illustrates how genetic modification works in seeds, starting with the smallest cell and ending with a more sustainable planet. The Royal Society launched an online question and answer campaign for a science-interested public. The concept was brought to Mummu with a script that The Royal Society provided. Mummu researched genetic modification themselves, shaping the ideas that transformed scientific data into an energetic illustrative style. Mummu gave the animation a signature look and feel, which was refined to match the in-house style of The Royal Society through a close client relationship.
Mummu refined the aesthetic using soft textures, veering away from clean-cut graphic design. The plants rustle in the breeze whilst you are directed through a breakdown of the science involved in genetic modification. Just like the animators, the audience are encouraged to find their own information about this key global issue. Being evermore prevalent in the media, genetic modification has become a growing interest to the public.
Creative Directors, Sam Atkin and Karl Hammond, enjoyed working on the project: “It was challenging, at first, to get that balance between science and creativity. But we discovered that relevant images like DNA are really interesting because their shapes can be translated into motion graphics quite well. We were able to manipulate them in lots of different ways, making them a great asset for that journey feeling you get when watching it. The result: agriculture meets cutting-edge science, alive with possibility. Genetic modification holds possibility for the future in the small changes it can make to a seed. It has the ability to help plants survive in our changing environment.”
Genetic modification itself has led to a new era for agriculture, which could be a possible solution for climate change and even population growth. Drawing people in, the animation passes on The Royal Society’s heritage of knowledge through modern media. For more information, click here.
Written by: Ameera Mian
Animation Company: Mummu
Creative Director: Sam Atkin, Karl Hammond
Art Director: Daryl Higgins
Category: Online , Publications and media
Genre: Animatics , Animation , Creative technology , Digital , Documentary , Editing , People