Food For Thought Brief Analysis

        To clarify exactly what the Food for Thought brief is asking of us, Fiona and I applied the same brief analysis questions which we have been using for the briefs in the Responsive module.  

What problems are identified by the brief?

The brief, as previously mentioned, is quite vague. We need to create a 1-2 minute documentary animation about food. We've chosen the basic premise (abattoirs) and have begun work on designing the settings and the characters but are struggling with the narrative and the exact message we are communicating. The animation will also be exhibited alongside the work of our peers, with accompanying promotional material.

What is the brief asking you to do about it?

The technical side is that it will require the college sting to be displayed at the start and be presented in H264 format. It will need to be between 1 and 2 minutes long. It also requires a portfolio of work and several blog posts labelled OUAN505 (with at least 5 of these exploring documentary animation). 

For the pitch we are required to present concept art, material testing, storyboards, character designs and any other developmental work. While it would be helpful at this stage to have animation tests as proof of concept, this isn't realistic if we are working with stop motion.

The narrative needs to be be based either on facts, real stories and interviews, docudrama or motion graphics. We have ruled out motion graphics, as we wish to create a more character based animation.

What is the brief trying to achieve?

We are trying to make people aware of the cruelty that goes into animal slaughter in the meat industry. We are not trying to convince people to become vegans or vegetarians, just to consider where and how their meat is produced and insist that regulations regarding the humane treatment of animals in slaughterhouses are stuck to.

One possibility we have also discussed is getting people to consider to cut back on their meat intake, especially the really low quality meat (although Animal Aid found problems with animal cruelty to be present across all standards of abattoir, from Organic to Freedom Food endorsed). Sourcing from their local butchers instead of large scale factories. Maybe even considering Meat Free Mondays (although in the Cowspiracy documentary, Meat Free Mondays is described as a fallacy, and useless, as what does it really achieve?). However, these additional topics and concepts may over complicate matters.

Who will benefit?

The public, who will have a greater understanding of where their food comes from, and be able to make more informed choices about where they purchase their meat from. The animals should also benefit, from an increase in standards, and more stringent enforcement of animal welfare regulations.

Who is the audience?

We are aiming for an audience aged 16+, the people that do the food shopping, mums, dad's meat eaters, restaurant owners and suppliers and the people that work in the houses themselves. We feel that the topic is quite dark and gory, and would be unsuitable for younger viewers.

What is the message?

Our focus is the needless and unacceptable cruelty which is inherent in most abattoirs and slaughterhouses. Although the practice of slaughtering animals for meat is controversial at the best of times, there is no need for the animals to be subjected to unnecessary psychological and physical suffering. They should be treated with respect and dignity, and regulations should be more strictly enforced to ensure that unnecessary cruelty is eliminated.

How will that message/idea/concept be delivered?

Through a short, stop motion animation. The animation needs to be a documentary, based on facts, and research.