Given the complex and varied relationships we all have with animals it was important to create something that didn’t just shock or scare people but offered a sense of hope and left you feeling inspired.

R.E.S.P.E.C.T. almost felt like putting together an animal national anthem and we hope it starts conversations in households around the UK to get us all thinking about how we can be kinder to animals, whether that’s changing what we eat or just rescuing a garden snail, though we can’t guarantee they’ll all thank you by singing Aretha Franklin.

The challenges to create a two minute spot that moves seamlessly through fake camera footage or video games. To sync up the moving mouths of so many different animals / insects to multiple celebrities voices signing Respect was quite an undertaking. On top of that, adding empathetic and emotive facial expressions and body movement was a complex task that paid off in making the footage seem natural and seamless.