When many people think of vegan activism, they picture an angry slaughterhouse protester or a social media account with content that is hard to watch. But activism comes in many forms, and for Roxy Velez, it’s creative animated storytelling.
“The studio was founded with the goal of contributing to positive changes in the world, not only for people, but also for animals and the planet. We are driven by our shared goal of supporting the vegan movement that wants to end all unnecessary suffering. Together with you, we dream of a kinder and healthier world!
Velez first went vegan because of her health and then discovered the ethical side after watching several documentaries. Today, together with her partner David Heydrich, she combines two passions in her studio: motion design and veganism. Their small team specializes in visual storytelling. They work with brands in ethical vegan, environmental and sustainable industries.
The power of animated storytelling
According to Velez, the strength of vegan animated storytelling lies in its accessibility. Not everyone feels able to watch movies and videos about animal cruelty in the meat industry, which often makes these videos counterproductive.
But through animation, the same information can be conveyed in a less intrusive and less intense form for the viewer. Vélez believes that the animation and well-thought-out story structure “enhance the chance to capture the attention and win the heart of even the most skeptical audience.”
According to Veles, animation intrigues people in a way that ordinary conversation or text does not. We get 50% more information from watching a video than from text or speech. 93% of people recall information that was provided to them audiovisually, and not in the form of text.
These facts make animated storytelling a vital tool when it comes to advancing the animal rights movement, Veles says. The story, script, art direction, design, animation and sound must be considered with the target audience in mind and how to get the message “directly and specifically to the conscience and hearts”.
Vélez has seen it all in action, calling her CEVA series of videos one of her most impressive projects. The CEVA Center, which aims to increase the influence of the vegan advocacy around the world, was founded by Dr. Melanie Joy, author of Why We Love Dogs, Eat Pigs, and Carry Cows, and Tobias Linaert, author of How to Create a Vegan World.
Vélez recalls that it was this job that allowed her to interact with people who are far from vegan, to be more patient and to succeed in spreading vegan values. “We soon noticed results where people reacted less defensively and more openly to the idea of supporting or adopting a kinder lifestyle,” she added.
Анимация – vegan marketing tool
Veles also believes that animated storytelling is a convenient marketing tool for a vegan and sustainable business. She said: “I’m always happy when I see more vegan companies promoting their videos, it’s one of the biggest tools to help them succeed and one day replace all animal products.” Vexquisit Studio is happy to work with commercial brands: “First of all, we are so glad that these brands exist! Therefore, the opportunity to cooperate with them is the best.”