Working closely with illustrator and character designer Andrea Innocent.
Greenpeace Australia raises awareness on long line fishing in the ocean in a new campaign via Photoplay director and animator Dropbear (aka Jonathan Chong).
The campaign aims to educate about industrial fishing practices just off Australia’s coastline, including the threat it poses to blue sharks, the most common victims of bycatch.
Dropbear worked closely with illustrator and character designer Andrea Innocent.
The pair crafted a narrative centred around a baby blue shark caught in the crossfire of industrial exploitation.
Dropbear said he wanted the characters, especially the hero shark, to feel like part of the natural world.
“Andrea’s designs – delicate, expressive, and influenced by Japanese kawaii culture – were perfect to convey that vulnerability,” Dropbear said.
“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.
The score and sound design are composed by Jackson Milas of Sonar Music.
“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.”
The campaign will be launched across Greenpeace’s website, social platforms, and video-on-demand services.
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
