{"id":1704,"date":"2009-09-10T15:24:30","date_gmt":"2009-09-10T15:24:30","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=1704"},"modified":"2017-04-28T10:58:45","modified_gmt":"2017-04-28T09:58:45","slug":"human-nature","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=1704","title":{"rendered":"Human nature"},"content":{"rendered":"<p>Not To Scale&#8217;s Man Vs Magnet has just completed a heart-warming film for Nokia and Wieden + Kennedy London<!--more--><\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1707 lazyload\" title=\"Humans_03\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_03.jpg?resize=600%2C337&#038;ssl=1\" alt=\"Humans_03\" width=\"600\" height=\"337\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_03.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_03.jpg?resize=520%2C292&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/337;\" \/><\/p>\n<p>The brief from Creative Directors Ben And Matt was to produce a film that would be played at the Nokia Global conference in Germany in front of 1,000 delegates. The idea behind the film was to convey the view of Nokia as a human company first and technology company second.<\/p>\n<p>A set of the same words were given to a variety of film-makers to interpret as they saw fit and so produce a mixture of different styles that in themselves celebrate human diversity. The script included phrases such as \u201chumans are the funniest\u2026stupidest&#8230;. kindest\u201d and so on.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1706 lazyload\" title=\"Humans_02\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_02.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Humans_02\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_02.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_02.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/> Man Vs Magnet had fun with the open brief, designing thirteen characters to be used in different everyday scenarios. The tight animation crew worked around the clock in Flash and After Effects to bring the characters to life in just three weeks.<\/p>\n<p>The result neatly reflects each of the emotions in the script and offers an original variety of actions to depict them, ranging from a rather curious looking pantomime horse to a mischievous duo playing with explosives. By neatly looping the animation, the character actions create involuntary little dance moves, which suits the human soundtrack of beat-boxer Jes Sadler, produced by Hear No Evil.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1705 lazyload\" title=\"Humans_01\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_01.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Humans_01\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_01.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_01.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/p>\n<p>The two-minute piece was so well received that it was chosen to open the conference and play as a key film across the two days of the conference. Plans are also underway to bring it to the Web in a more official guise.<\/p>\n<p><a href=\"http:\/\/nottoscale.tv\/\" target=\"_blank\">View more by Not To Scale<\/a><\/p>\n<p style=\"padding:2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid\">\n<address>Metadata<\/address>\n<address>\n<\/address>\n<address>Director \/ Designer: Man Vs Magnet (Matt Smithson)<\/address>\n<address> Prod Co: Not To Scale<\/address>\n<address> Lead Animator: Arthur Metcalf<\/address>\n<address> Compositor: Daniel Oeffinger<\/address>\n<address> Animators: Peter Ahern, Kat Morris &amp; Isam Prado<\/address>\n<address> US Producer: Courtney Fransen<\/address>\n<address> UK Producer: Jade Caffoor<\/address>\n<p style=\"padding:2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid\">\n","protected":false},"excerpt":{"rendered":"<p>Not To Scale&#8217;s Man Vs Magnet has just completed a heart-warming film for Nokia and Wieden + Kennedy London<\/p>\n","protected":false},"author":129,"featured_media":1705,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,7],"tags":[28,2940,39],"class_list":["post-1704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-animation-projects","category-inspiration","tag-after-effects","tag-animation-projects","tag-flash"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Human nature - Fired By Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/firedbydesign.com\/?p=1704\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Human nature - Fired By Design\" \/>\n<meta name=\"twitter:description\" content=\"Not To Scale&#039;s Man Vs Magnet has just completed a heart-warming film for Nokia and Wieden + Kennedy London\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_01.jpg?fit=600%2C338&ssl=1\" \/>\n<meta name=\"twitter:creator\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:site\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"The Editor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1704#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1704\"},\"author\":{\"name\":\"The Editor\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/person\\\/9360b626bf4ab4cde98ab739484b96e8\"},\"headline\":\"Human nature\",\"datePublished\":\"2009-09-10T15:24:30+00:00\",\"dateModified\":\"2017-04-28T09:58:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1704\"},\"wordCount\":308,\"publisher\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1704#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2009\\\/09\\\/Humans_01.jpg?fit=600%2C338&ssl=1\",\"keywords\":[\"after effects\",\"Animation\",\"flash\"],\"articleSection\":[\"Animation\",\"Inspiration\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1704\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1704\",\"name\":\"Human nature - Fired By Design\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1704#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1704#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2009\\\/09\\\/Humans_01.jpg?fit=600%2C338&ssl=1\",\"datePublished\":\"2009-09-10T15:24:30+00:00\",\"dateModified\":\"2017-04-28T09:58:45+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1704#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/firedbydesign.com\\\/?p=1704\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1704#primaryimage\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2009\\\/09\\\/Humans_01.jpg?fit=600%2C338&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2009\\\/09\\\/Humans_01.jpg?fit=600%2C338&ssl=1\",\"width\":600,\"height\":338},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1704#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/firedbydesign.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Human nature\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#website\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/\",\"name\":\"Fired By Design\",\"description\":\"creative inspirations and revelations\",\"publisher\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/firedbydesign.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\",\"name\":\"Fired By Design\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2016\\\/05\\\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2016\\\/05\\\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1\",\"width\":207,\"height\":236,\"caption\":\"Fired By Design\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/FiredByDesign\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/person\\\/9360b626bf4ab4cde98ab739484b96e8\",\"name\":\"The Editor\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g\",\"caption\":\"The Editor\"},\"sameAs\":[\"https:\\\/\\\/firedbydesign.com\"],\"url\":\"https:\\\/\\\/firedbydesign.com\\\/?author=129\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Human nature - Fired By Design","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/firedbydesign.com\/?p=1704","twitter_card":"summary_large_image","twitter_title":"Human nature - Fired By Design","twitter_description":"Not To Scale's Man Vs Magnet has just completed a heart-warming film for Nokia and Wieden + Kennedy London","twitter_image":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_01.jpg?fit=600%2C338&ssl=1","twitter_creator":"@FiredByDesign","twitter_site":"@FiredByDesign","twitter_misc":{"Written by":"The Editor","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/firedbydesign.com\/?p=1704#article","isPartOf":{"@id":"https:\/\/firedbydesign.com\/?p=1704"},"author":{"name":"The Editor","@id":"https:\/\/firedbydesign.com\/#\/schema\/person\/9360b626bf4ab4cde98ab739484b96e8"},"headline":"Human nature","datePublished":"2009-09-10T15:24:30+00:00","dateModified":"2017-04-28T09:58:45+00:00","mainEntityOfPage":{"@id":"https:\/\/firedbydesign.com\/?p=1704"},"wordCount":308,"publisher":{"@id":"https:\/\/firedbydesign.com\/#organization"},"image":{"@id":"https:\/\/firedbydesign.com\/?p=1704#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_01.jpg?fit=600%2C338&ssl=1","keywords":["after effects","Animation","flash"],"articleSection":["Animation","Inspiration"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/firedbydesign.com\/?p=1704","url":"https:\/\/firedbydesign.com\/?p=1704","name":"Human nature - Fired By Design","isPartOf":{"@id":"https:\/\/firedbydesign.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/firedbydesign.com\/?p=1704#primaryimage"},"image":{"@id":"https:\/\/firedbydesign.com\/?p=1704#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_01.jpg?fit=600%2C338&ssl=1","datePublished":"2009-09-10T15:24:30+00:00","dateModified":"2017-04-28T09:58:45+00:00","breadcrumb":{"@id":"https:\/\/firedbydesign.com\/?p=1704#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/firedbydesign.com\/?p=1704"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/firedbydesign.com\/?p=1704#primaryimage","url":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_01.jpg?fit=600%2C338&ssl=1","contentUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/09\/Humans_01.jpg?fit=600%2C338&ssl=1","width":600,"height":338},{"@type":"BreadcrumbList","@id":"https:\/\/firedbydesign.com\/?p=1704#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/firedbydesign.com\/"},{"@type":"ListItem","position":2,"name":"Human nature"}]},{"@type":"WebSite","@id":"https:\/\/firedbydesign.com\/#website","url":"https:\/\/firedbydesign.com\/","name":"Fired By Design","description":"creative inspirations and revelations","publisher":{"@id":"https:\/\/firedbydesign.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/firedbydesign.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/firedbydesign.com\/#organization","name":"Fired By Design","url":"https:\/\/firedbydesign.com\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/firedbydesign.com\/#\/schema\/logo\/image\/","url":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2016\/05\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1","contentUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2016\/05\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1","width":207,"height":236,"caption":"Fired By Design"},"image":{"@id":"https:\/\/firedbydesign.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/FiredByDesign"]},{"@type":"Person","@id":"https:\/\/firedbydesign.com\/#\/schema\/person\/9360b626bf4ab4cde98ab739484b96e8","name":"The Editor","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/secure.gravatar.com\/avatar\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g","caption":"The Editor"},"sameAs":["https:\/\/firedbydesign.com"],"url":"https:\/\/firedbydesign.com\/?author=129"}]}},"_links":{"self":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/posts\/1704","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/users\/129"}],"replies":[{"embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1704"}],"version-history":[{"count":0,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/posts\/1704\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/media\/1705"}],"wp:attachment":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1704"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1704"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1704"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}