Not To Scale launched a ground-breaking campaign for domestic violence charity Refuge with award winning directors Le Cube and BBH London. The film, co-funded by all parties, takes form as the official music video for Frances’ ‘Grow’ and seeks to raise awareness of domestic violence and let young women know they are not alone.
Being with an abusive partner can make a woman lose her sense of identity and self – she can feel isolated and alone, like she is invisible. In this film, using both 2D and stop-frame animation, we follow the daily routine of an increasingly ‘invisible’ young woman, Melanie, who is experiencing domestic violence behind closed doors and who feels that no one is there to support her, or can even see her. As the film progresses, Melanie encounters a character representing Refuge, who recognises and understands what she is going through and supports her to escape the abuse, regain her identity and rebuild her life.
The film utilises a fascinating production technique in both 2D and stop-frame animation, helmed by Creative Director Ralph Karam. The backgrounds and background characters were printed out and tracked past camera in cycles over a 10 day shoot at Le Cube’s Buenos Aires studio while the main characters of Melanie, Refuge and Frances were animated 2D at both Not To Scale and Le Cube.
Click right below the player to go behind the scenes with Le Cube.