Campaign details

Brand: RYOT (A Verizon Media Company)
Agency: Rogers & Cowan

Brief description of the assignment

EARTH is an animated music video created by RYOT Studios and Lil Dicky in partnership with an array of talent designed to deliver a social message using advanced motion capture technology. The creative vision for this project was to convey the message and urgency of climate change through a visually compelling film. EARTH has over two dozen of the most influential, award-winning artists featured on the song in which they represent an animal or aspect of Earth. By coupling a global celebrity with an animal or feature from Earth, the EARTH team aimed to convey a "circle of life" narrative; that each and every living thing is affected by climate change. Through the use of animation, they were able to feature each and every artist on the song and highlight the Earth the way only animation could.

The challenge it presented