This is a short explainer film, that informs consumers about how to engage with the product Cultivated Meat.
The first part as a designer I needed to tackle was to define Cultivated Meat. What was cultivated meat? Was it grown? Was it captured? Was it man-made? Was it alive? Was it natural? What on earth was this product? As I read through the reporter’s brief and research it became very clear why cultivated meat was so edgy.
Cultivated meat is meat that contains real animal DNA, but animals are not from slaughtered. Cultivated meat comes from harvesting cells of a pig, and duplicating them to make synthetic meat. The process is extremely complicated, but has a clear step by step process. For this piece I wanted my viewer to fully understand this product, so they could decide as consumers to engage in this product or not.
How do you make something philosophically dense, and practically dense, understandable to a potential user? I decided designs solutions work best when they are logical and are fully explained. They also require a sense of order. I opted to make this explainer follow the step by step process, which makes the product more approachable for the end user.
This piece was a package on Cultivated Meat, for the Broadcast show The Why on Scripps News. The news report examined via a deep dive the world of Cultivated Meat. I wanted my opening shot to grab the audience like a master shot in a film. For this shot I mixed my media, working with video, hand drawn vectors from Adobe Illustrator, photos of grass, and a hand drawn silhouette of a farm.
The piece also shows the cultivation process which contains many fat cells that amplify and grow. I wanted to emphasis the subtle amount of motion involved in the micro level of the cells. In order to convey this, I decided to use a tried and true animation method, shimmer. The shimmer allows the cells to squiggle, bounce, and remain in constant motion by key framing between 4 different drawings.
