Cannes Lions

MEGA CITY

AMVBBDO, London / MARS / 2017

Film

Overview

Entries

Credits

Overview

Description

Mega City tells the fable of a boy and his faithful little dog busking in a harsh, unforgiving and natureless city. The boy seems to be saving for a fancy, shiny new bike. But he is not as materialistic as he seems. He has a purer heart and longs to let his companion experience nature for the first time.

The action finds us in a dystopian English place where nature has been crowded out: Modern architecture piled like jenga blocks upon Victorian and Edwardian structures, blocking out everything but the smog and rain that envelops it - a graphic novel vision of England we seldom see. While nature is a mythical, stylised vision of the gentle English countryside.

Execution

Mega city tells the fable of a boy toiling to save for what we believe is a materialistic object. But he has a purer heart that evokes a childlike sense of longing for simplicity and regret of our natureless city lives. Full CG animation was used to build environments and characters from scratch and conjure a metaphorical world that heightens these emotions. Although the world and characters are stylized and graphic novel-like, we wanted to achieve a level of realism and quality. Mega city is a place where nature is crowded out: Modern architecture piled like jenga blocks upon Edwardian structures, blocking out everything but the smog and rain. While nature is a romanticized mythical vision of the gentle countryside. The organic textures and movement in nature are completely in CG- every grass blade & detail had to be created, textured, lit and simulated. Hence the most challenging to animate.

Similar Campaigns

12 items

Not Mere Earth

140 JOURNOS, Istanbul

Not Mere Earth

2023, LAYS

(opens in a new tab)