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What is Genetic Modification?

2016-06-27 264 6,150 Vimeo

The Royal Society is the national academy for science in the UK, made up of many of the world’s most distinguished scientists. As part of their mission to promote the benefits of science they launched a campaign to inform the general public about the use of genetic modification in crop seeds. The Royal Society approached Mummu to produce a short engaging animation summarising genetic modification (GM), appealing to a scientifically-aware general public. It was important that the animation was visually appealing, enticing, and encouraged the general public to visit The Royal Society’s website. Determined to illustrate the subject accurately, a team at Mummu began by researching and designing key scientific material. The combination of illustration and graphics balanced science and nature in the animation. Mummu illustrators used texture to soften the designs, adding extra warmth to them. The animation uses a base of colours which match with The Royal Society’s brand colours, creating a uniformity to the animation on the website. Each design was brought to life with subtle movements, whilst its clarity was preserved. The illustration style and work Mummu created was used beyond the original scope of the animation project and was included in the report itself and on social media platforms. Produced & Created by: Mummu Creative Directors: Sam Atkin & Karl Hammond Art & Animation Direction: Daryl Higgins Animators: Daryl Higgins, Tim Gray, Brad Purnell Sound Design: Marian Mentrup Voice-over: Justine Harris Voice-over Agent: James Bonallack Client: The Royal Society

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