GIF artist Kate Bones is known for creating striking animated portraits. She has combined analogue and digital technology to shoot drag performers at Glastonbury and created stereoscopic GIFs for Missguided, Nike and House of Holland. For our On Brief project she developed a new technique, using 3D scanning to create 360-degree portraits of four female entrepreneurs supported by Creative England.
Bones created images of Bec Evans, Co-founder of Prolifiko, a productivity app for writers; Olly Paulovich, CMO of Snaptivity, a company that uses technology to drive fan engagement at sporting events; Sally Higham, CEO and Founder of RunAClub, a low-cost digital platform that allows people to run clubs and community networks, and Louise Pasterfield, MD of Sponge UK, an award-winning business that delivers e-learning through new technologies such as VR and AR.
The portraits form part of Creative England’s ‘Be More Boss’ campaign, which aims to encourage more women in the creative industries to start their own business. Creative England invests in digital, tech, games, film and TV companies but just 16% of the applications it receives from digital and tech companies are from female-led organisations.
At Creative England, we want to inspire the whole country to Be More Creative. We believe that talent is everywhere but opportunity is not, so we work to seek out creative people to make connections with industry and realise their talent. We support and invest in innovative businesses across the country’s creative industries, enabling companies to grow and to thrive. We have invested in over 350 tech & digital companies and only 16% of our investment applications are female-led businesses, so we’re crying out for female leaders! But it’s hard to be what you can’t see, so we’re introducing four inspirational bosses, that have received support from Creative England, to offer inspiration to follow your passions, demonstrate your skills and BE MORE BOSS.
“We don’t receive anywhere near as many applications from women as we’d like to … so we are proactively trying to encourage more women to ‘Be More Boss’ by showing some of the most inspiring female leaders we work with already,” says Rachel Johnson, Marketing Manager at Creative England.
Creative England set creatives a brief to come up with an idea for a set of visual assets that would capture the attention of female entrepreneurs on Facebook and Instagram and encourage them to visit its website to find out more about the support and services it can offer.
Bones pitched the idea of creating 360-degree portraits of female entrepreneurs and suggested using a 3D object in each portrait to represent the subject’s business.
“We wanted eye-catching, moving imagery that would help us to tell a story,” explains Johnson. “[Kate Bones’ idea] really stood out as an opportunity to create distinctive social content which would bring some of the most inspiring female-led businesses we have worked with to the forefront.”
Louise Pasterfield leads @sponge_uk, an innovative digital learning company based in Plymouth. She founded the business in 2004, it is now one of the largest, independent elearning companies in Europe, with more than 100 employees. Sponge UK helps global organisations transform training by creating elearning solutions using advanced technologies. The story of how Louise grew her company, from start up to market leader, has been turned into a popular business book. She regularly speaks at national and international events on the elearning industry, entrepreneurship and women in technology. Louise puts a high priority on creating an enjoyable and supportive working environment that nurtures talent. In 2016, Sponge was named as one of the Sunday Times Top 100 Best Small Companies to Work For. The company is also in the Creative England Top 50 companies list and a winner of multiple learning technologies awards. The clients working with Sponge read like a ‘who’s who’ of top global brands including the likes of Google, Tesco, GlaxoSmithKline and Lexus. Sponge also works with large public sector organisations and NGOs including the United Nations and the NHS. Using advanced technologies, Sponge enables its clients to fuel improved workforce performance through inspired digital learning. #BEMOREBOSS #CreativeEngland – • • Creative by @katebones in association with @creativereview @facebook & @instagram
The project allowed Bones to experiment with a new technique (3D scanning) and new software (Cinema 4D). “It was really important for me to make something different from the 3D stereoscopic GIFs I’m known for,” she says. “My work is based in portraiture and presenting this in new forms … and for this project, I wanted to try out a new technique I’d been experimenting with.”
Creative England was happy for her to try something different: “We loved that [she] was using the project as an opportunity to create something new. Kate Bones’s projects have already taken Instagram by storm and we wanted to support her to experiment and try new things, as we do with all of our supported talent,” adds Johnson.
Portraits were shot in a studio at Facebook HQ and Bones worked with a 3D designer to animate 3D scans. She also worked with a modeller to create the 3D objects for each portrait. She then used Cinema 4D to combine portraits and objects in a single moving image.
Olly is a serial tech entrepreneur and the creative mind behind @snaptivity. With over five years' experience in advertising, events and the mobile gaming industry and four years in entrepreneurship. Snaptivity is on a mission to transform the way people enjoy live sporting events. Sports has always been something special where the anxiety, euphoria and joyride of emotions can only be experienced at a live game, and Snaptivity is there to capture and deliver the magical moments to each and every fan at the stadium. Snaptivity is a platform which uses robotic cameras at sports stadiums that are triggered automatically at big moments using IoT sensors, to capture candid fan reactions which they can share with friends. Olly is a recognised public speaker and blogger. She writes a monthly blog on sports marketing and innovation and speaks at universities to attract more young people to entrepreneurship and devotes time to mentorship. In 2017 Olly was awarded The Young Transatlantic Innovative Leaders Initiative fellowship from The US Department of State and German Marshall Fund. As a co-founder of a company in the sports and sponsorship sector, Olly showcases the strength of creative thinking and how innovation & creative changing lives for the better. Snaptivity is also backed by R/GA IoT Venture Studio, Creative England, and DIT UK. Named among 50 most promising companies in the creative sector by Creative England, top 5 sports tech companies by Sportel Monaco, won numerous local and global awards and competitions. • • #BEMOREBOSS #CreativeEngland – Creative by @katebones in association with @creativereview @facebook & @instagram
“We had to set up the shoot like we would for a film. I then used a 3D scanning technique [to capture each entrepreneur’s image]. They had to sit very still for their portrait for a few minutes and we did several different takes. It’s a relatively quick process and I think that’s what I like about this technique – if it was too long a process, you could easily lose the connection [with a subject],” she explains.
“It was important to keep the final portraits simple and fun yet visually striking,” adds Bones. “The tricky bit was trying to balance the final image. I needed to incorporate the tools that represent each entrepreneur’s business in a way that was fun without distracting from their image. For example, laptops can be a bit bland as an object, so it was important to make it fun, so I decided to make them bright and very colourful.”
Bones’ portraits will feature in sponsored posts, sponsored Stories and organic posts on Creative England’s Feed. Creative England also plans to post behind-the-scenes content from the shoot and interviews with each entrepreneur.
Sally Higham is CEO and Founder of RunAClub, a cloud-based, easy to use, administration system for people who run community clubs and groups. As an organisation with a social purpose, RunAClub believe everyone should benefit from regular access to well-run clubs, projects, events and more, as it’s seen to have a positive affect on an individual’s physical and mental health and well-being. As well as playing a major founding role at RunAClub, Sally is also the founder of Championing Women Network, as well as holding several committee roles in various organisations. She is also a speaker, guest lecturer, panelist and mentor in SMEs, start-ups and entrepreneurism. • • #BEMOREBOSS #CreativeEngland – Creative by @katebones in association with @creativereview @facebook & @instagram
“From this week, we will launch the campaign across Instagram to a wide audience … to really drive home the message that we are crying out for female-led business to invest in,” says Johnson. “The campaign will run for two months as a full digital marketing campaign, with Instagram as the hero platform.”
The entrepreneurs featured represent a wide range of innovative businesses. “These enterprises range from big to small and cover the length of the country. We want to encourage female creatives from all industries and backgrounds to consider branching out [so] having a strong and diverse group of example cases really helps to make that case,” explains Johnson.
Bec Evans is a startup founder who’s passionate about helping people make their ideas happen. With over 15 years’ experience in publishing, most recently as head of innovation for a global publisher, Bec recently left the security of paid work to turn her side hustle Prolifiko into a full time start up. Prolifiko is a personal writing coach, that uses persuasive technology to help busy people become productive writers. In July 2017 Prolifiko was selected as one of the first cohort of tech startups for Ignite 2.0 digital accelerator programme. Bec is a writer and blogger. She writes a monthly column on innovation for The Bookseller, as well as guest posts for Create Hub, Thought Catalogue, Life Hacker and many others. She’s a top writer on Medium for creativity and productivity and wrote a peer-reviewed academic journal paper on behaviour change technology. She is currently writing a book that helps people turn their ideas into action and is represented by a literary agent Michael Allcock. In the last year, she has spoken at Chief Innovation Officers’ Summit, The Independent Publishers Guild, Hub Dot, Ladies That UX and UX Crunch. She gives volunteer advice and mentoring to Good Labs, universities, business schools and other charities. #BEMOREBOSS #CreativeEngland – • • Creative by @katebones in association with @creativereview @facebook & @instagram
Bones says the final images are close to what she had imagined: “[The images] do adhere to the original pitch but they are portraits, artworks in a way, and I think that’s really cool. Sometimes when you do commercial work, there’s a tendency to have to tone down what you’re doing and that’s definitely not happened here – we have a portrait of someone spinning around with foam fingers bouncing around her! – so I’ve definitely been allowed to keep the colour and fun in what I do,” she adds.
She is now hoping to use some of the techniques she has learned to create digital portraits and physical objects for a solo exhibition opening in Spring 2018. Johnson says Creative England is keen to collaborate with more creatives in the future and put original content “at the heart” of its social media strategy.
Creatives are paid for their involvement in On Brief and are not asked to produce speculative work – only a rough outline of their ideas – at pitch stage.
On Brief is part of Inspire, a year-long partnership between Creative Review, Facebook and Instagram to showcase outstanding creative work across both platforms. Facebook and Instagram’s Creative Hub was launched this year to help the creative communities understand mobile marketing. The online tool allows creatives to experiment with content formats – from Instagram video to Facebook Canvas – and produce mock-ups to share with clients and stakeholders. It also showcases successful campaigns created for mobile. Try out the mock up tool at facebook.com/ads/creativehub and see the inspiration gallery at facebook.com/ads/creativehub/gallery.