Animated film
2018
A digital ecosystem representing three archetypes; Human, Nature & Community.
Created for the Nordic Health Lab’s visual identity, Archetypes is inspired by concepts such as the Anthropecene and Haraway’s Sympoiesis, intended to reframe the meaning of good health through visual metaphors.
Archetypes is a digitally built and animated film.
Working with 3D animation allowed us to create a new visual language and way of understanding, in order to underpin the ethos and ambition of the Nordic Health Lab mission.
The piece's inspiration was drawn from a multitude of areas, including human physiology, natural and microrganic processes and animation, and geological form and structure.
Three symbolic characters were created as the focal elements and instigators within the film.
Each character represents a specific idea, or emotion, and physical form based on the Nordic Health Lab ethos and philosophy.
As a driving force for Nordic Health Lab’s visual identity, this film aimed to challenge the current western approach and understanding of good health.
Archetypes was launched by Nordic Health Lab via their website and online channels.
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Concept, Dir. & Prod.
Lucy Hardcastle Studio
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Animation
Thomas Rawle / Thiing Studios
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Sound Design
Thomas Rawle / Thiing Studios
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Creative Consultant
Laura Vent
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Agency
ArtRebels
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