Contrary to popular belief, The Crowd is creative
While the jury is out on whether or not the crowd can create, there seems to be a splinter of evidence to suggest they can. The new short film from Mass Animation looks almost Pixar-like in its quality. The project used Facebook to recruit and reach out to animators around the world, who contributed individual frames. The film has 50k fans and over 17k people downloaded the software to participate.
While the crowd did contribute on mass, the editing process and quality control must have been rigorous, because the final list of animators, who’s frames were used, is fairly short.
Mass Animation must have done something right in its promotion, marketing and outreach to ensure that quality animators participated in the project. Obviously, the incentive of credits in a high profile short film is not bad.
Here’s the invite…..
and the final trailer….
One key observation that comes to my mind is the ownership of the content created here. Who owns it by the way? Interestingly it is the brand which gives this creative platform to the crowd. Great way to leverage creative minds across the world.