Role: Development // Creative Producer // Client Partner // Scriptwriter // Voiceover Director
Client: MSC // Nice & Serious
Year: 2015
Seafood fraud – the selling of seafood products with a misleading label, description or promise – has become a widespread form of food fraud. A traceable supply chain is vital to delivering the MSC’s vision of healthy oceans and its promise to consumers that MSC labelled seafood comes from a sustainable source.
Working closely with the Art Director and animation team from the initial client brief through story and design development until final sign-off, I also led on the client collaboration throughout. We were tasked with creating an illustrative style that was both visually appealing and realistic to encourage consumer trust in the MSC label and their traceability standards. The script was carefully composed to walk the line between technical and conversational English – to produce a narrative that was both informative and engaging.
To find out more, please visit the MSC site.