SHIFT

ANTIBULLY SQUAD

In-game cyber bullying is a growing problem for children across the world. So when Shift Marketing got in touch with us to visually develop their campaign, we couldn’t be more excited.

Created just in time for Anti Bullying week, we created four short awareness films and a 60-second super edit to showcase the issue.

With 8 highly detailed characters to create, and 4 environments, we assembled a hero squad of our own to bring these films to life.

INDIVIDUAL EPISODES

BOO!

From insta influencers, timid gamers, spoilt rich kids and world beating baby gamers, there was a lot of scope to have fun and add real flair to the designs.

And when Shift namechecked Fortnite as the style they’d like to go for, we were pumped to interpret this reference in our own Ritzy way.

From the outset, the design team set the tone for the films, injecting great personality into all the characters and the sets

CREATING THE WORLD

KEEP IT CONSISTENT

With Covid spreading quicker than an EPO fueled Lance Armstrong in le Tour, we assembled a crack team of artists from across the UK and Europe. Working remotely on 8 characters and 4 environments simultaneously was a challenge, and getting consistency in the sculpts was key to make them feel part of the same world.

Before the artists began, we created documents outlining references for the sculpting style and identifying specific details to take influence from. The artists understood the aesthetic pretty quickly which was invaluable with such a tight turnaround.

UNIVERSAL STORIES

Working with an Arabic script was a first for us, but visual language is pretty universal.

THE DEVIL’S IN THE DETAIL

From K-Pop influences in the posters in the room, to 8-bit Mario game references, to the pores in the character’s skin, every detail of the world was painstakingly referenced, sculpted, textured and look developed.

The result were environments filled with subtle details which the viewer might not see in the first pass, but all adding to the immersive world we created.