Photoplay director and animator Dropbear (aka Jonathan Chong) has joined forces with Greenpeace Australia on a powerful new animated campaign aimed at raising awareness about the devastating effects of long line fishing on the ocean’s ecosystem – particularly the alarming threat it poses to blue sharks, which are the most common victims of bycatch.
The campaign’s striking film uses a bold mixed-media animation style to educate and move viewers about the unseen brutality of industrial fishing practices occurring just off Australia’s coastline. The campaign will be launched across Greenpeace’s website, social platforms, and video-on-demand services, reaching audiences nationwide.
Dropbear, known for his unique storytelling style and tactile visual world-building, brings a gritty and emotional tone to the animation. Working closely with illustrator and character designer Andrea Innocent, the pair crafted a poignant narrative centered around a baby blue shark – a symbol of innocence caught in the crossfire of industrial exploitation.
“I wanted the characters, especially our hero shark, to feel like part of the natural world,” said Dropbear. “Andrea’s designs – delicate, expressive, and influenced by Japanese kawaii culture – were perfect to convey that vulnerability. Against the harsh photo-collage boats and jagged ink-based environments, the story of innocence meeting destruction became even more powerful.”
The animation combines hand-drawn characters with a textured digital collage of ink processes, riso printing, and found imagery, giving the film a visceral, almost tactile aesthetic. As the narrative escalates, so does the visual intensity, reflecting the brutal nature of long line fishing.
The score and sound design, composed by Jackson Milas of Sonar Music, adds a haunting undertone to the film, heightening the urgency and emotional weight of the issue. “Sonar’s contribution helped breathe life and tension into the animation,” said Dropbear. “It underscores just how dire this situation is – not just for sharks, but for the entire marine ecosystem.”
At its heart, the campaign is a call to action. Greenpeace’s brief was clear: Educate the Australian public on how long line fishing is decimating shark populations, and why the upcoming Global Ocean Treaty represents a once-in-a-generation chance to protect 30% of the world’s oceans forever.
Through a mixture of beauty and brutality, innocence and destruction, the campaign compels audiences to confront what’s happening in Australia’s “blue backyard” and why urgent legislative action is needed.
To support the campaign and help bring the Global Ocean Treaty into law, click here.
- Campaign Credits:
- Client: Greenpeace
- Production Company: Photoplay
- Director: Dropbear
- EP / Producer: Oliver Lawrance
- Lead Animator & Designer: Dropbear
- Character Design: Andrea Innocent
- Sound and Music: Sonar Music
- Composer: Jackson Milas
- Sound Designer: Josh Pearson
- Sound Producer: Haylee Poppi
- Sound EP: Sophie Haydon
- Voiceover: Kate Beahan
- PR/Media: Larissa Meikle
ABOUT PHOTOPLAY:
PHOTOPLAY is a boutique production company inspired by the potential of storytelling in all its forms. We are a collective of filmmakers and photographers creating content across all mediums – digital, film, television, live activations and events, publishing, advertising and art. We focus on smart, quality production whilst creating an inspiring home for creative talent. We believe in a world that is experimental, creative and fun. No matter the medium, we are interested in great ideas above anything else. PHOTOPLAY is an independently owned company formed in 2009 in Sydney, Australia. photoplay.co
Discover more from Creative Brands Mag
Subscribe to get the latest posts sent to your email.
Leave a comment