Working directly with London-based animators Reuben Sutherland and Andrei Sopon, Biscuit director Jeff Low channels a 1930’s animation style to expose the brutal conditions of modern pig farming for PETA and their call for veganism.

The film was set to a track written by the director, produced thru agency Grey London, and will run across PETA’s channels globally.

Jeff Low: “There were two north stars that kind of mopped up a lot of otherwise creative issues: One was to write the song first because it would become a shot list at least for the first 1/3 of the film. Second, I read a definition once about what a story is that I tried to map onto the structure: ‘A sequence of nontrivial events that escalates and ends in a way that feels both unexpected yet inevitable.’
 

“It’s also true to say that we’ve been treating these animals this way for quite a very long time and the aesthetic nods to that.”

 
“As for the retro style of animation chosen for the film, we noticed we have all these messed up fetishy things around pigs. Like piggies in blankies and how they go wee wee all the way home or something. It’s creepy. That felt like a good way into the aesthetic. Super old school and since forever ago. To go sort of old-time nursery rhyme / “steamboat Willy.”

“It’s also true to say that we’ve been treating these animals this way for quite a very long time and the aesthetic nods to that. And finally, old cartoons make people feel ill at ease because they have a bit of that uncanny valley feel to them. Also, because the character’s faces and backgrounds are so inconsistent, it makes the footage feel more alive and engaging.”
 
 

 
Client: PETA
VP: Elisa Allen
Celebrity/Creative Projects Lead: Iona Kirby

Agency: Grey London
Managing Director: Jonny Tennant-Price
ECD: David Wigglesworth
CSO: Tarek Sioufi
Creative: Cameron Sutherland, Mel Shergold, Joanna Simpson-Howe
Head of Production: Maxine Hose
Senior Producer: Ant Borkett
Head of Design: Liam Thomas
Designer: Jo Wahono, Stefan Klasener, Tanmayee Ingale, Felix Townsend, Tyrone Zall
Editor/Titles: Ollie Flux

Production: Biscuit Filmworks
Director: Jeff Low
Producer: Kwok Yau
MD/EP: Rupert Reynolds-Maclean
EP: Hanna Bayatti
Head of Production: Emily Atterton
Animator: Andrei Sopon, Reuben Sutherland

Sound Studio: Factory Studios
Sound Design/Mix: Jon Clarke
Senior Audio Producer: Ciara Wakley
Music Supervision: Wake the Town