HALF THE OIL CAMPAIGN
Comprising an alliance of more than 400,000 citizens and scientists, The Union of Concerned Scientists is a leading nonprofit organization that seeks to find innovative, practical solutions to our planet’s most pressing problems. In 2012 they launched the Half the Oil campaign, a detailed plan to cut America’s projected oil use in half in twenty years. As part of the campaign, they wanted to release a short video that encouraged people to embrace their cause.
We created a two-minute animated film, Half the Oil. To avoid overwhelming or alienating the audience with scientific jargon, we kept the language simple and succinct, and displayed the crucial information in a large sans-serif font. We employed a simple color scheme, with shades of black and grey representing our current dependency on oil and shades of blue used to suggest the possibility of a brighter, less oil-dependent future. And we created simple, whimsical animations to capture the audience’s attention and help convey the film’s important message.
Partnerships & Community
Half the Oil was created in collaboration with musician Aaron Campbell, who provided the score, and animator Kunal Sen.
Union of Concern Scientists
Concept Design, Content Development