IMAGES THAT MOVE
ESCALATOR CAMPAIGN
What is a non-profit organisation?
According to Thomson Reuters Practical Law, some non-profit organisations are ineligible for beneficial tax treatment and cannot be defined as charities. These include community interest companies that benefit a community but reinvest their profits for this purpose. The definition also covers community benefit societies, non-charitable housing associations, non-governmental organisations campaigning for changes in specific aspects of UK law, and non-charitable social enterprises which have social and commercial objectives.
ZSL (Zoological Society of London) is an international conservation charity, and their vision is a world where wildlife thrives. They’re working every day to achieve this, through their science, their field conservation around the world and engaging millions of people through our two Zoos, ZSL London and ZSL Whipsnade Zoos.
In 2026 ZSL will be 200 years old, marking two centuries of discovery, pioneering, inspiring and delighting through science, conservation and their two Zoos. However, the challenges facing wildlife are increasing: the rate of extinction is accelerating through habitat loss, disease, the illegal wildlife trade, pollution and other human effects. ZSL needs to act now to address these challenges.
LONDON ZOO
INITIAL IDEAS
- Close up portraits of animals (half of panels)
- Patterned animals (other half)
- Black background
- ‘breathing’ motion, small motion of animals
- character description of animals – one word on each panel
OPTIMAL ANIMAL LIST
Portrait animals
Lion, Penguin, Gorillas, Bear/Panda, Lemur/Meerkat, Llama, Sloth, Owl/Vulture, Crocodile
Pattern animals
Snake, Zebra, Tiger/Leopard, Colourful bird, Flamingo
What’s the purpose? More aware of something?
- Become a Patron, Support ZSL and through that support Wildlife Conservation
- inside events
Target and audience
- young professionals
- corporations
Who is it for?
-18+
- young adults
- experienced professionals with high-end jobs being able to pay monthly contributions
- parents/ business people who are travelling and have kids
Call to action:
- Shop using Amazon Smile
You can help support every time you shop using Amazon. Simply use the link below and Amazon Smile will donate 0.5% of your total spend to your chosen charity, at no extra charge to you. Make it ZSL (Zoological Society London) -
Competitors
Sea life
London Wildlife Trust
Monkey sanctuary
Marine Conservation Society
INSPIRATION
https://www.youtube.com/watch?v=9VhYa1ulERw - Dentastix, portraits
https://www.youtube.com/watch?v=TnzFRV1LwIo - Cadbury gorilla, slow movements
https://www.youtube.com/watch?v=ZKwGMnsEuEw - sad but true stories about animals
Existing campaigns
Bank Station
David Yarrow
photographer
Wildlife photographer
of the year 2019 winners – in pictures
Storyboard
Black background or Environmental backgrounds such as blue sky, water, trees,
concrete etc.
Group roles
We’re both doing everything
Shot list
Portrait shots, pattern shots, Simple movements, ex:breathing, eating etc. , Shot-Reverse Shot
Eq. list
- Tripod
- Fig rig
- Sony A7riii - 24-105mm
- Canon 5D MKiii - 180mm macro
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FIRST TRIP -> London ZOO
SECOND TRIP -> Whipsnade ZOO
OUR PLAN...
we circled our main point where we wanted to shoot
INTERESTING FACTS
Final video preview in real life
POSTER WE MADE FOR OUR VIDEO
WHAT WORKED
- movement we wanted to shot
- we made sure we found the right ratio for the billboard campaigns and everything is in that ratio
- the editing wasn't too complicated, so we managed to be quite efficient with that
- we distributed the work load evenly
WHAT DIDN'T WORK
- we couldn't really plan what animals we will be shooting because we couldn't affect their position and action = that's why we have only one initial story board
- weather wasn't the best and we couldn't affect the lighting
- despite shooting with a fig rig, sometimes the footage was too shaky
- a tripod would be ideal, although not as comfortable
- we were shooting from opening until closing, however, to get a perfect shot of each animal you really need to spend quite a lot of time in waiting for the right moment
THING WE WOULD DO DIFFERENTLY NEXT TIME
- shoot more although we couldn't do it because of our busy schedule plus would cost a lot more
