Spindle use 3D animation to create a low carbon campaign for Greenpeace

Case Study: Spindle use 3D animation to create a low carbon campaign for Greenpeace


Ella Gancarz, Executive Producer at Spindle, shares their approach to low carbon production, creating a global campaign which doesn't cost the earth... and if you are looking for the actions where you can make an impact, check out the carbon calculator to help you measure, and the AdGreen resources to help you reduce!

As soon as we received the Shark Video brief from Greenpeace, we knew that the subject would require a special creative treatment. The campaign needed to reach global audiences and raise awareness about disappearing shark populations in the Atlantic. It was a huge subject to approach but the campaign production couldn’t cost the planet.

When developing our ideas we were aiming for a maximum global outreach but minimal environmental impact. We based the film language on emotional messaging that would resonate with audiences of all ages living in different countries. A beautiful song from Thom Yorke, Bloom, made the shark story even more impactful and emotional.

We chose to use 3D animation and archive footage from Greenpeace, which helped us to keep our carbon footprint to an absolute minimum. In fact, through the whole process, from the creative development to final delivery, we produced 0.73 tonnes CO2e - that is less than one European flight for a crew member. If we had chosen to execute the film differently, for example fly 3 crew members abroad and servere meat meals on set, that would have produced almost 15 times more CO2!

We reduced our carbon footprint also by working remotely and not using cars, taxis, renting offices and hotels. We didn’t build sets or produce any waste. All our files were exchanged digitally, without using hard drives and couriers.

Throughout the process we relied on the AdGreen carbon calculator to estimate our potential footprint. Based on the information, we could make informed decisions on how to reduce our carbon emissions and waste. All our producers had been previously trained by AdGreen, hence we had the entire team fully aware of the impact that different production stages could have on the planet.

We are still learning and trying to reduce our carbon footprint to an absolute zero, but we are happy that we’ve managed to make significant reductions on The Lonely Shark project. The film had an amazing response from the global audience. It has been shared by Greenpeace offices around the world and reached thousands of views across many platforms.

At Spindle we are making a concerted effort to reduce our impact on the environment. Everyone involved in the production process was working from home, from the Director and Producers to the Editor and animation team, nobody had to travel- and all conversations happened virtually. The music track has been licensed form the artist, hence no new recording was needed. And to top it all, there was no waste produced as we didn’t have to build sets or provide catering for the crew, no plastic has been used in the production process, and our production was paperless!