The Royal Society: What is Genetic Modification?

Volume
Created by Hea Poh Linfrom the Noun Project

We were honoured when The Royal Society approached us to help them with their mission to promote the benefits of GM foods. The Royal Society endeavours to encourage innovative ideas that provide solutions to the big issues of this century, such as climate change and how the world can continue to feed its growing population.

Our animation introduced the use of genetic modification in agriculture. Whilst considered a taboo subject by many, others believe that the safe use of technology could be the answer to creating sustainable food sources.  The animation was a calling card, aimed at directing the general public to an independent fact-based Q&A, where viewers can discover the information necessary to form their own educated opinion about genetic modification in food.

Credits

Produced & Created by Mummu
Creative Directors: Sam Atkin & Karl Hammond
Art & Animation Direction: Daryl Higgins
Animators: Daryl Higgins, Tim Gray, Brad Purnell
Voice-over: Justine Harris
Voice-over Agent: James Bonallack
Client: The Royal Society