Last weekend the Chime for Change put on a concert featuring performances from Beyoncé, Jessie J, Rita Ora, Haim, Ellie Goulding, Jennifer Lopez, Florence Welch and Jay-Z in support of the Gucci-founded female empowerment organisation.
The four-hour concert event at London’s Twickenham stadium, attended by more than 50,000 people, featured motion graphics created by London's MPC. MPC were also asked to provide VFX support for a series of online mini films promoting the cause.
The stage at Twickenham featured huge LED screens to either side, as well as a dominant screen acting as an overall event backdrop. The animation was designed to brand, launch and frame the concert, as well as reacting and interacting with the performances during the night.
John Sunter led the team at MPC’s Motion Design Studio, concepting and delivering the work. He says that “this was a great opportunity for us to create something beautiful on such a large scale and the studio was thrilled to contribute to the cause. The overall look of the designs were to feel positive and uplifting, with an energy that says 'we can' yet retaining a resonating sense of global action.”
The launch sequence was a visual representation of Chime for Changes' mission. An animated bell sounded on either side of the stage, and reverberating across the screens, reflected the message sounding around the globe. The impact was then magnified with documentary footage of disadvantaged girls and women alongside the graphics.
MPC’s VFX and colour grading teams were also invited to lend their expertise to a series of online mini films, featuring the supporting artists and activists.
The concert event raised £2.8 million in ticket sales alone, which will fund approximately 200 projects in 70 countries around the world through Catapult, a crowdfunding platform solely dedicated to advancing the lives of girls. Gucci underwrote the concert event so that each ticket buyer could donate the value of their ticket (less VAT and service fees) to a nonprofit organization of their choice.