Greenpeace Australia shows its less inflammatory side allowing Photoplay director and animator, Dropbear (aka Jonathan Chong), to craft the story that holds attention and compels. There are no gory images, no outrageous shock tactics. Instead, there is a distinctive mixed-media animation by Dropbear and a gentle voice educating and moving viewers about the unseen brutality of industrial fishing practices occurring just off Australia’s coastline.
Dropbear is known for his unique storytelling style and tactile visual world-building. This time, he brings a gritty and emotional tone to the animation. Working closely with illustrator and character designer, Andrea Innocent, the pair crafted a poignant narrative centred around a baby blue shark – a symbol of innocence caught in the crossfire of industrial exploitation.
The campaign aims to raise awareness about the devastating effects of long line fishing on the ocean’s ecosystem – particularly the alarming threat it poses to blue sharks, which are the most common victims of bycatch. will be launched across Greenpeace’s website, social platforms, and video-on-demand services, reaching audiences across Australia.
“I wanted the characters, especially our hero shark, to feel like part of the natural world,” Dropbear stated. “Andrea’s designs, delicate, expressive, and influenced by Japanese kawaii culture, were perfect to convey that vulnerability. 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, giving the film a visceral, almost tactile aesthetic. As the narrative escalates, so does the visual intensity, underlining the tragic consequences of long line fishing. The score and sound design, composed by Jackson Milas of Sonar Music, add a haunting undertone to the film, heightening the urgency and emotional weight of the issue.
“Sonar’s contribution helped breathe life and tension into the animation,” Dropbear added. “It underscores just how dire this situation is – not just for sharks, but for the entire marine ecosystem.”
At its heart, the campaign is a call to action. Greenpeace’s brief was clear – educate the Australian public on how long line fishing is decimating shark populations, and why the upcoming Global Ocean Treaty represents a once-in-a-generation chance to protect 30% of the world’s oceans forever.
To support the campaign and help bring the Global Ocean Treaty into law, click here.
Credits:
Client: Greenpeace
Production Company: Photoplay
Director: Dropbear
Executive Producer & Producer: Oliver Lawrance
Lead Animator & Designer: Dropbear
Character Design: Andrea Innocent
Sound & Music: Sonar Music
Composer: Jackson Milas
Sound Designer: Josh Pearson
Sound Producer: Haylee Poppi
Sound Executive Producer: Sophie Haydon
Voiceover: Kate Beahan
PR & Media: Larissa Meikle
