The Brief
In the Spring of 2024, we produced three films for digital agency Toaster and their client Jigsaw.
The spread of misinformation online poses a huge threat to societies around the world. Jigsaw, a Google unit tackling these threats, wanted to empower people across Europe to spot the signs of online manipulation and better recognise misinformation.
How We Did It
Scapegoating, Discrediting and Decontextualisation carry different messages presented in complimentary design themes.
We created over 260 different versions of the films, in 29 languages, as well as a toolkit of social media assets to support the campaign. The paid campaign ran on YouTube in the major markets, as well as organically via a wide range of partners.
The three films all have a touch of Film Noir influence, the plucky Detective character tips her hat and raises an eyebrow when spotting the signs.
Duration: 10 weeks
Agency: Toaster
Sound Design: Hoot Studios
Creative Director: Joe Wood
Creative Producer: Stef Bowskill
Design: Hend Esmat and Lamiaa Diab
Junior Designer: Jake Harrison
Animation Director: Jane Davies
Animators: Luke Hyde, Marta Dias, Dave McKenna, Blake Evans, Dave Connolly, Duncan Gilbert, Ewan Schwartz
Compositor: Jack Churchill
