ROOF Studio has teamed up with the National Coalition Against Censorship (NCAC) and INNOCEAN USA for “Villains Against Evil,” a dynamic campaign aiming to highlight the dangers of book bans.
Featuring AI-animated films, the series presents iconic fairytale villains who rally against a threat greater than themselves: the censorship of literature by politicians and interest groups. Launched across Instagram, YouTube, Facebook, and NCAC’s campaign site, the initiative educates viewers about the alarming political implications of book bans affecting over 10,000 titles, many addressing issues like LGBTQI+ rights, racial equality, and social justice.
ROOF created eight animated characters for the campaign, with each villain lamenting the impact of book censorship on society. In one segment, the Big Bad Wolf asserts that censored books often depict a truthful view of today’s world, while the Evil Queen wryly remarks, “There’s no poison worse than banning books.” She challenges the audience, questioning whether books should be banned “just because only a white girl can be the fairest of them all.” Watch below:
The campaign, designed to spark thought and humor, required a fresh, mixed-media approach that integrated AI and motion capture. “ROOF was a no-brainer,” says Jason Sperling, Chief Creative Officer at INNOCEAN USA. “They embraced the project, innovating with a blend of AI and traditional animation that shows what AI can do while staying true to artistry.”
“This campaign addresses crucial themes around education, diversity, and understanding identity,” added Guto Terni, ROOF Studio Partner/Director. The challenge, he notes, was creating animated villains who would be both relatable and engaging, while handling sensitive topics with a touch of humor.
The production departs from ROOF’s standard 3D animation process, instead leveraging Adobe Firefly for AI-assisted animation sourced exclusively from licensed artist materials. Voice talent includes Chris Parnell, Rachel Harris, Martin Starr, and Chris Witaske. “We didn’t aim to recreate real actors with AI,” Terni explains, “but to capture AI’s quirky quality. The animation style brings an offbeat appeal, like a playful ‘jib-jab’ effect that feels engaging and unique.”
Casting involved selecting voices for each character, and the facial animations were crafted through a streamlined facial tracking process performed by a single actress. Additional production partners included DaHouseAudio, Swing Set Productions, Margarita Mix Hollywood, and Lime Music.
Summing up the campaign’s significance, Terni notes, “We believe this project will inspire voters to support everyone’s right to read. Access to diverse books, especially for young people, is essential.”
CREDITS:
BRAND: National Coalition Against Censorship
AGENCY: Innocean
PRODUCTION COMPANY: ROOF Studio
- Direction: Guto Terni
- Executive Producer: Fernanda Curi
- Line Producer: Fernanda Fraiz
- Head Producer: Marcio Lovato
- Producer Assistant: Bruno Lovato
- CGI Tech Director: Wallan Oliveira, Heber Conde
- Pipeline TD: Carlos Hallan
- Expert Generative AI: Thiago Silva, Felipe Machado
- Animation Lead: Felipe Machado
- Compositing: Paulo Valentim, Leo Uehara
- Lookdev: Lucas Almeida
- Mocap Performer: Juliana Suaide
REELated:
This article was brought to you for FREE. Independent Journalism is not. Please support Reel 360 News and Reel Chicago by donating here.
