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The Moment Creates Animated Film for BBC Ideas Platform Based on Foucault’s Work


The Moment, a division of The Creative Engagement Group, has created a new film for the BBC Ideas online content platform, in conjunction with the philosopher Angie Hobbs and the Open University.

The Moment worked closely with Angie Hobbs, Professor of the Public Understanding of Philosophy at the University of Sheffield, on the creative film. Hobbs wrote the script and performed the voiceover for the five-minute film, which examines the modern climate of contradictory information from the perspective of one of the great minds of the 20th century – Michel Foucault.

The film was produced entirely in house by The Moment. It is just under five minutes in length, and uses simple animation in tandem with Hobbs’ voiceover to prompt the audience to contemplate how French philosopher Foucault’s theories on language are just as relevant today as they were during their construction. In the age of social media, ‘fake news’, and opinion as self-proclaimed truth, language can do more than just influence; language holds the power to control.

It is part of the BBC Ideas platform, a project which sees the corporation experiment with formats and styles, with the aim of learning from audience responses. The brief for content is to create short videos that teach the viewer something, or bring them a new perspective on an existing idea, person or subject.

Alice Kilpatrick, Account Director & Co Head of Production at The Moment, said: “We loved collaborating again with BBC Ideas alongside Professor Angie Hobbs and the Open University on such a creatively challenging and thought-provoking film. It was produced entirely in-house by our talented team.”

The Moment is a division of The Creative Engagement Group. It specialises creating and delivering video, digital and immersive (AR and VR) from its offices in Plymouth, London & Philadelphia.

Watch the videos on BBC Ideas.

Credits
Director: Rich Thompson
Producer: Rich Thompson
Animator: Tom Donachie, Leo Matcham
Scripting and voiceover: Prof. Angie Hobbs

About The Moment:
The Moment creates and delivers video, brand communications, interactive and immersive content. This is based on a deep understanding of what audiences want to watch, experience and engage with. The Moment employs 100 people in offices in Plymouth, London and Philadelphia and works across categories including FMCG, Healthcare, Fashion, Defence, Maritime, Leisure and Professional services. The Moment is a division of The Creative Engagement Group.

About The Creative Engagement Group:
The Creative Engagement Group is an unusually shaped group of communications companies focused on engaging audiences through the creation and delivery of live experiences, film digital & immersive, training and scientific content. United by a philosophy to ‘Create Unforgettable’, The Creative Engagement Group provide an international client base with the ability to generate deeper levels of engagement with their audiences. The group comprises of live event specialist WRG; Film, Immersive engagement and digital agency, The Moment, healthcare training company Axiom and exhibitions business Just Communicate. It employs over 300 people in Europe and the US and is part of Huntsworth PLC.

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Carlsberg Enlists Six Brits to Build the World’s First Waterfall-Powered Pub



In a world first, Carlsberg teams up with creative agency, Fold7, and production company, Armoury, to launch a waterfall-powered pub off the back of a new four-part documentary series, ‘Build the Danish Way’.

With this new piece of branded content, Carlsberg opts for a non-conventional approach to the reality TV format to reimagine the beloved British institution with a unique Danish twist. The brewery giant challenged six strangers to ditch their office desks for a once-in-a-lifetime adventure experiencing the Danish way of living. Camping out in the magical wilderness of Tintagel, North Cornwall, the cast of young professionals are tasked with building a waterfall-powered pub, from scratch, in just five days – despite having zero building experience between them. Throughout the week, the cast discover what it’s like to escape modern-day distractions as they swap their smartphones for hardhats and handsaws. The six individuals not only reconnect with nature but also uncover surprising truths as they overcome various challenges.



Carlsberg and Fold7 partnered with London-based production company, Armoury, to create four five-minute films that immerse viewers in the cast’s fascinating and wanderlust-inducing journey. Shot in the mythical forests of Tintagel during summer, the visually stunning films transport the audience to a narrative that is, refreshingly, worlds away from our fast-paced daily grind. Equally original is the intimate but non-invasive way the documentary series portrays the six Brits’ stories developing.

Creative Director at Armoury, Jack Laurance, comments: “We’re all familiar with the idea of ordinary strangers competing in challenges but we wanted to add a unique spin to the Carlsberg films - taking the reality TV format and subverting it to give the series more weight and sincerity. To achieve this, we shot the series cinematically, using anamorphic lenses. We also drew on slightly more surreal and whimsical elements. For example, for the big climax at the end of episode one where the cast come face to face with the build crew for the first time, we focussed on giving this encounter an almost otherworldly feel through the lack of dialogue, series of close-up shots, and the builders’ stylised wardrobe.”



“Similarly, we felt that the cast’s back stories deserved to be explored in a more nuanced and subtle way to the overly dramatic reality TV approach we’re so used to seeing. For example, there’s a moment where one of the guys opens up about experiencing loss – rather than magnifying it as a sob story, we decided to lens this quietly and tenderly in a style that was more in line with the campaign’s message.”

The cast of six was supervised by award-winning architect and Founder of New British Design, Ben Huggins. The carbon-neutral ‘Carlsberg Cabin’ pub is now available to rent on AirBnb.

Watch the entire 'Build the Danish Way' series.

About Armoury
Armoury Films is a Creative Production Company, formed in 2011. Between them, they have over 25 years experience working in branded content, advertising and feature films. An extended family of award winning creatives, directors and producers, Armoury makes films from scripts or from scratch working collaboratively with agencies and brands direct.

Credits
Advertiser: Carlsberg

Creative Agency: Fold7
Creative: Verity Messett
Creative Director: Ryan Newey
Agency Producer: Emily Rohan
Managing Partner: James Joyce
Senior Account Manager: Jono Craven
Account Manager: Jamie Craven
Titles Designer: Ben Gibbons
Art Department Designer: Ed Garland

Experiential Agency: Hyperactive
Executive Producer: Andrew Casher
Producer: Christine Cowin

Production Company: Armoury
Director: Jack Laurence
Producer: Matt Hichens
Production Manager: Billy Rowlinson
Production Co-ordinator: Katie Milner
Director of Photography: Jordan Buck
Camera Operator: James Rhodes
A Cam 1st AC: Alasdair Baines
Loader / 2nd AC / DIT: Josh Tilley
Camera Trainee: Maggie Stanczak
Camera Dept. Runner: Peter Davidson
Sound Recordist: Brendan Crehan
Sound Assistant: Marco Baldassarre
Runner: James Chatwin
Runner: Nat Willcocks
Drone Pilot: James Keith
Drone Op: Tom Hughes

Offline Editor: James Demetriou
Colourist: Tim Smith @ Electric Theatre Collective
Sound Design: Marcin Pawlik @ ENVY Advertising

Build Team
Ben Huggins
Hannah Huggins
Jon Wilcox
Miguel Fernandez
Toby Sharp
Fletcher Coney

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