Serif in Education

Animation and the Rugby World Cup

If you read our blog last week on animation, you will have heard about how John Lewis have changed the face of Christmas advertising with their quirky and clever advertising that pulls on the nations heart strings.

The John Lewis achievement and prowess hasn’t gone unnoticed, with other big corporations taking a leaf out of their book and capitalising on the “emotional attachment” of campaigns, with the latest being 02 with their “Make them Giants” Rugby World Cup advert.

Seen here: , the advert is directed by Elliott Dear, the illustrator behind John Lewis’ ‘Bear and the Hare’ Christmas animation.

O2’s chief marketing officer, Nina Bibby, noted that the brand’s previous rugby ads have had something of a masculine feel.  The intention with this advert was to create support amongst fans and boost the morale of the team for the tournament.

“The animation broadens the appeal [and] makes sure we’re touching a broader audience, women and children, those who aren’t the die-hard fans. As opposed to alienating, it will have more of an inclusive effect.”

The 02 #WearTheRose hashtag has also been used to link the advert with their campaign strategy with the strapline “So show it. Wear it. Share it. #WearTheRose. Make them giants.”  The aim was to encourage fans to print posters, wear an England rugby shirt, create your own character online, and share through Twitter and Instagram.

In a world where social media and online content plays a huge part in advertising success, it seems that lots of companies are trying to either shock or create an emotional attachment to an advert, to encourage people to share amongst others, like the ones they love.  But this is not the only change that is happening in this modern computing world.

As part of the computing curriculum, Key Stage 1, students are taught how to use technology purposefully to create, organise, store, manipulate and retrieve digital content.  Technology is changing the way we are storing data.  Students need to understand the concept and how this relates to real life situations. And computer animation is a good example of this.

Computer animation has been a turning point in terms of the type of technology animation studios use. Before this point designers would work on powerful desktop computers, but computer-generated (CG) images create such large amounts of data that animation companies now have to build their own data centres in order to handle it all or outsource it.

According to a recent article in The Telegraph newspaper, a single DreamWorks film, like the soon-to-be-released How to Train Your Dragon 2, requires as many as 10,000 simultaneous computing cores, and 75 million computing hours, to render all the images. It also requires 250 TB of active disk space to store the film and deliver it to the servers and the artists. One movie is half a billion files, resulting in 250 billion pixels on screen.

Kate Swanborg, head of technology communications and strategic alliances at DreamWorks, admits “We are no longer living in a time in which you have to have all the computer resources you need under your own roof.” And it doesn’t seem like this is going to change any time soon.

Storing data is not just about how we store it in the best possible format on our PC’s but has a wider impact on how the workplace functions.  And it is important to recognise this.  But in the meantime, for all Rugby lovers out there, it seems the current World Cup dream is over….

For more information on file formats and the best ways to store data for students you can see our previous blog at: