Wild

WWF® X Ivan Dorn

Wild

We give you a music video that we created for Ivan Dorn’s track «Дичь». “Ditch”, noun — wilderness, wildfowl. Has a double-meaning — “nonsense”. The video is dedicated to the lives of endangered bird species. Voices of such species as Gallinago, Willow ptarmigan, Yellow-breasted bunting, Strix, Cuckoo and Radde's warbler and many others are used in the song

The project got more than 40 nominations and awards at different festivals around the world including Annecy Shortlist, D&AD Wood Pencil and One Show Bronze Pencil

The video consists of nine short stories drawn in different styles. The decision to divide the video into novellas was made due to the abrupt style of the song itself and the number of problems that lead to bird extinction. Basically the video touches upon only one topic of the relationship between the humans and the birds, but it is unveiled with the help of different techniques

This video is a part of a massive project by Yandex.Music and WWF, in which the first non-profit label Bird Records was created. All money from the label goes to reinforcing the nests of the endangered bird species

A composite character of a Russian city: skyscraper office buildings, apartment blocks, a railway station, a church, graffiti, and wires

The music video starts inside a city scenery with many details and people. We show off birds who adapted to the environment while we don’t highlight the problem just yet. This lets us open up a dialog with the viewer by using reminiscent images, gradually diving into the agenda

Draft concepts of the city scene

More details about the city scene

Our goal was to merge the key topic of the project — the struggle of birds — into a very beautiful visual approach. Only by paying close attention can a person spot all the unacceptable things happening on the screen during visually perfect and comforting scenes

Synchronized swimming in the soup

This scene was built around the comparison of human and bird realities. A human can easily interact with fire, or use webbed materials for designing garments, while for birds these objects mean inevitable death

Victims of the games

Victims of fashion trends

Visualization of this bit was inspired by games. A bird that embodies a luminous soul is in agony trying to find an escape from trees on fire. Together with that bird, we are trying to find a path, but we pass out and die from a fallen tree

The bird dodging among trees

At this point, the style of the narrative is radically changed by the singer (Ivan Dorn) to being somewhat suave. His words about the Red List of Threatened Species and the role of humans in the extinction of bird species create great pressure

Emotions of the wild bird

We highlight this pressure by broad choreography of the Black Vulture who moves all around the screen, changing angles and filling up space

Sketches of the wild bird

The visuals for this scene were inspired by Japanese anime giant duels, magical metamorphosis, and picturesque locations. The giant is a composite character representing a human and his wrecking activity such as deforestation, plants constructions, tourism, etc. The human is so big he doesn’t even see the birds trying to confront him

Draft sketches of the giant

Superbird is a symbol of hope for all the birds. It looks dangerous and big, but compared to the giant-human it is weak and hardly noticeable

Transformation of the birds into a Superbird

Concepts of the Super Bird design

This bit is a sequence of 140 acrylic hand-painted pictures. Given that every scene has unique background and bird choreography, the visual imagery is flickering, which fuels uncomfortable anxiety

Every frame is unique

Ivan Dorn reads aloud a message on behalf of all birds while being hung up among trophy toys

The scene in the shooting range feels tangible and real, but the toys in it are made of plush and wood. This part of the video touches upon the issue of hunting, which is can be both — a game and a tragedy

2D Animation

Draft concepts of the shooting range

Sketches of hunters, trophies and targets

This scene addresses the issue of pollution, therefore it is fully black and white, referring to oil, darkness, and smoke. While slideshow technique helps us create a documentary feel

The track’s final part is a message to humanity on behalf of the birds: we can still help save endangered bird species. Ivan’s monologue seems very calm compared to the rest of the track. We wanted to highlight it by creating a slow and spaceful scene. That’s how an image of dissolving cloud-bird was created

TEAM

Client

BBDO Moscow
WWF®
Yandex Music

Direction & Script

Petrick

Art Direction

Ruslana Mirzaalieva

Creative Producer

Misha Petrick

Producers

Nadya Petrick
Polina Fufarova

Color script

Ruslana Mirzaalieva
Sergei Ryzhov

Character Design

Ruslana Mirzaalieva
Denis Pisarev
Sergei Ryzhov
Roman Novak
Katya Mikheeva
Antonia Lev
Sasha Svirsky
Pasha Ho

Background Design

Valery Zarytovsky
Roman Novak
Sergei Ryzhov
Pasha Ho
Oleg Kulinich

2D Animation

Ilya Buzinov
Vladimir Orlov
Karina Pogorelova
Katya Mikheeva
Liza Kharchenko

Cleanup and Painting

Slava Kovalev
Kristina Poplavskaya
Inga Shafeeva
Valery Zarytovsky

3D Modeling

Pasha Ho
Vladimir Orlov
Oleg Kulinich

3D Animation

Pasha Ho
Oleg Kulinich
Ilya Buzinov

3D Visualization

Pasha Ho
Oleg Kulinich

Compositing

Ruslana Mirzaalieva
Ilya Buzinov
Pasha Ho
Oleg Kulinich

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