Video was an appropriate format for the outcome due the set ‘always on’ target audience. The video features a protagonist who is never shown in full so that the audience can empathize closer with him. The quick cut edditting style of the video suggests a fast paced lifestyle that will reflect the lives of our target audience. Again this helps the audience feel a connection with our character. Our sequence of clips show our character speed through his everyday life oblivious to the enviromental outcomes of his actions. The video builds off of an existing WWF campaign (footprint calculator) which allows users to fill out a survey which will calculate the amount of planets we would need if everyone carried out the actions mentioned in the survey. This type of Normative Ethics is a theme which we kept consistent through our video. The aim of the video is to raise awareness of th footprint calculator and challenge the audience to see how they would do in the survey.
