ROOF Studio Contributes Animation to “Villains Against Evil” — A Campaign to Combat Book Bans

ROOF Studio (ROOF) recently produced a series of AI-animated films for “Villains Against Evil,” a new campaign from the National Coalition Against Censorship (NCAC) to educate, inform, and protect all Americans’ right to read. Conceived in partnership with INNOCEAN USA, the campaign features classic fairytale villains speaking out against an evil even greater than themselves: Interest Groups and Politicians attempting to ban books. The campaign will run across Instagram, YouTube and Facebook, as well as on NCAC’s call-to-action website, where voters can watch the films and learn more about the more than 10,000 books being challenged and banned and their political implications in an election year.

ROOF Studio created eight characters for the campaign’s series of captivating films and social videos. Each villain laments the consequences of banning books that touch on topics such as LGBTQI+ health and education, racial disparities, politics, and religion. In one chapter, the Big Bad Wolf points out that the books politicians want to ban offer a truthful and contemporary understanding of the world. In another, the Evil Queen suggests there’s no poison worse than banning books. “Would politicians ban the book because only a white girl can be the fairest of them all?” asks the Queen.

View: www.youtube.com

“We needed a partner that could absolutely deliver, and who was as committed to craft as we were,” remarks Jason Sperling, CCO, INNOCEAN USA. “ROOF was a no-brainer. In a very short time period, they pioneered a new mixed-media approach that combined AI and motion capture technology that shows what AI is capable of.”

“These books are crucial to educating children about diverse perspectives, empathy, and understanding their own identities,” adds Guto Terni, ROOF Studio Partner/Director. “The challenge was making these characters relatable and compelling while addressing an important issue with humor and irony.”

A departure from ROOF’s award-winning traditional 3D animation pipeline, “Villains Against Evil” makes use of the latest AI technology — sourcing only artists’ licensed work for Adobe Firefly — with animation and voice actors, including Chris Parnell, Rachel Harris, Martin Starr, and Chris Witaske. Recognizing that not all AI technology is created equal, Terni developed a production pipeline that integrated several AI tools, keeping the focus on artistry and quality.

“Our intent in using AI wasn’t to mimic real actors, but rather, to embrace the unique imperfections AI brings and make the campaign feel ownable,” explains Terni. “There's an intriguing, almost funky quality to the way AI mimics facial expressions – slightly off but engaging, giving it a ‘jib jab’ animation feel.”

INNOCEAN recorded the audio with different people, casting to find the perfect voice for each character. For the facial expressions, ROOF worked with an actress to perform the acting for every character, streamlining the process by concentrating all facial tracking on her.

Partners at DaHouseAudio, Swing Set Productions, Margarita Mix Hollywood, and Lime Music also contributed their time and talents to this project.

“This issue was just too important not to give it proper justice,” concludes Terni. “We hope this campaign will drive awareness and inspire voters to support the right to access diverse books for everyone, especially our younger generations.”

Agency: Innocean
Production Company: ROOF Studio
Direction: Guto Terni
Executive Producer: Fernanda Curi
Line Producer: Fernanda Fraiz
Head Producer: Marcio Lovato
Producer Assistant: Bruno Lovato
CGI Tech Director: Wallan Oliveira, Heber Conde
Pipeline TD: Carlos Hallan
Expert Generative AI: Thiago Silva, Felipe Machado
Animation Lead: Felipe Machado
Compositing: Paulo Valentim, Leo Uehara
Lookdev: Lucas Almeida
Mocap Performer: Juliana Suaide

About ROOF Studio:
ROOF is a boutique animation studio that produces original and branded content. As animation storytellers, we drift towards the quirky, the whimsical, the uncharted. We imbue emotion in every movement and every color to craft visual stories that you can’t help but watch over and over. Recent and notable clients include American Express, Honda, Ben & Jerry’s, HBO, Verizon, and Unilever.

ABOUT INNOCEAN USA
INNOCEAN USA is an award-winning, independent full-service advertising agency that
leverages unbridled curiosity and unorthodox thinking to go beyond simply creating ads, to
creating culture. For more than a decade, INNOCEAN USA has merged innovative technology with cutting-edge digital, social and experiential advertising to connect brands to the people. We are doing this with our clients, including Hyundai Motor America, Genesis Motor America, Kia Motors, Hankook Tire, Wienerschnitzel, UC Davis Health, LG, Signature Kitchen Suite, SeaWorld, TaylorMade Golf, Pacific Life, JINRO, Toshiba Business Systems, Gravity Interactive, Model Solution, Los Angeles Angels of Anaheim, Hyundai Cradle, Supernal and Xcient Fuel Cell.