Business Plan for Peace
Changing how the world deals with conflict
“We loved working with Figuration and are grateful for how they engaged with us, how swiftly they grasped our core purpose and approach, and the added value they provided in enabling us to articulate that peace is possible with such beauty and simplicity.”
It is here, on this connected Earth, that we re-discovered peace. A youthful Gaia recounts the struggle and determination that made this possible.
Directed by Leo Crane
Written and voiced by Maya Williams
Designed and animated by Patrick Yates and Leo Crane
Music and sound by Andrew Hayes
Executive Producer: Teohna Williams / Business Plan for Peace
UK | 3 mins | 2020
Business Plan for Peace is building a world without war. Founded by three-times Nobel Peace Prize nominee Dr Scilla Elworthy, they bring together business, governments and civil society at local, national, and global levels.
We were commissioned to create an animation to kickstart their fundraising. From our initial discussions, it was clear that this needed to be a creative, emotive call to action, rather than a campaign ‘explainer’. Furthermore, we had speak with their distinctive voice, combining a significant track record with a youthful energy to show that peace is possible.
Our concept was rooted in imagining a peaceful, connected Earth in the near future. By setting the animation there, we could make is easier to see this ambition as achievable. The Earth herself (Gaia) would narrate how we arrived at this peace, and how it all started with you (the viewer) making a pledge (the call to action). With that in mind, we reached out to poet Maya Williams to write and voice a narrative.
At the same time, we developed a visual language that would resonate across cultures and time. We chose shadow play as our initial source, an art form found across continents and centuries. We added colour to increase a sense of optimism, taking inspiration from paper cutting, also an ancient art familiar to several world cultures. Andrew Hayes composed an original score, bringing an urgent, contemporary energy to the film. This was mixed with Maya’s voice and added effects to create the soundtrack.
