For the D&AD New Blood Awards 2019, I decided to do a brief for Heinz Ketchup, where I was allowed to design absolutely anything, from an A2 poster to an animated video.
The basic guidelines revolved around the 150 year anniversary of Heinz Ketchup, and thoughts about where the signature sauce might stand in the next 150 years to come. So for this brief, I decided to do a 95-second animated short film set 150 years...into the future.
The animation, set to "Love Action (I Believe in Love)" by The Human League, features a man of the future going home in a flying car, going past planets and futuristic cities etc., before arriving home, where he is treated to a nice meal of burger and chips (served with Heinz Ketchup of course). The central theme was about how as we go through significant changes throughout history, some things (little things like Heinz Ketchup) won't be going anywhere.
The basic guidelines revolved around the 150 year anniversary of Heinz Ketchup, and thoughts about where the signature sauce might stand in the next 150 years to come. So for this brief, I decided to do a 95-second animated short film set 150 years...into the future.
The animation, set to "Love Action (I Believe in Love)" by The Human League, features a man of the future going home in a flying car, going past planets and futuristic cities etc., before arriving home, where he is treated to a nice meal of burger and chips (served with Heinz Ketchup of course). The central theme was about how as we go through significant changes throughout history, some things (little things like Heinz Ketchup) won't be going anywhere.
After multiple initial ideas of what to feature, and how to feature it, I decided to animated the short film in the style of cut-out animation, in a similar vein to Monty Python's Flying Circus and the early years of South Park. I also chose to depict the future in a retro style like The Jetsons, to give audiences a sense of familiarity.
The reason I chose to animate it this way was because I felt that the future setting was already zany enough, and that to animate it in such a quirky style would somewhat fit the tone of the animation.
The reason I chose to animate it this way was because I felt that the future setting was already zany enough, and that to animate it in such a quirky style would somewhat fit the tone of the animation.
