Highlighting why speed limits are
essential for Road Safety Week
We produced this 3D animation with Brake, the road safety charity, to explain why we need to drive at safe speeds, whatever road we’re using.
We love working with charities to help explain complicated, and sometimes sensitive issues. The film describes why different roads need particular speed limits to keep everyone safe. So our challenge was to show the unique road environments from a range of angles to highlight their individual features.
To do this, we suggested a 3D animation that allowed us the flexibility of camera moves and perspective shifts. We followed a driver’s journey, moving from the perspective of the windscreen seamlessly to a birds-eye view of the road. That meant we could easily show the speedometer in the car as well as each road layout.
We then added flourishes and highlights to the scenes. These emphasised the key road details that make the speed you drive so important, from cyclists around bends to the central reservation on the motorway. We kept the colour palette minimal, so the red highlights stand out, catching the viewer’s attention in time with the voiceover.
As well as creating cars, there were a lot of other road-users to show throughout too. We designed a set of flexible 3D characters. For each, we animated a personalised looping cycle, so we could easily add them into different road environments, ready to walk and cycle to their heart’s content.
The film shows three different road types – motorways, rural roads and urban roads. We then created three short cut-down edits based on each environment. While scripting, we also made sure that we could trim the voiceover down to suit these shorter films too.
This 3D animation was released during Road Safety Week to highlight why there’s no need to speed. So far, it has over 1000 views across their social media channels.
It’s been a pleasure working with you again.
Thanks to the team for interpreting our thoughts so well.