Traditional grazing allows cattle to eat down their whole area and ranchers then till, fertilize and regrow grass for their cattle to eat each year. AMP (Adaptive Multi-Paddock) mimics how the buffalo used to graze where small areas get eaten down, then rest for a few months to regenerate naturally before being used again. Allowing the paddocks to rest gives time for the manure to break down, build microbes, feed bugs, grow deep root systems with native plants which then attracts birds and other wildlife, reducing the need for ranchers to cultivate new grass and let nature do its job.
After the success of Carbon Cowboys, director Peter Byck set his sights on a revolutionary, decade-long study to use science and learn whether raising beef could be a solution to climate change and not a catalyst.
Expertise
- creative direction
- motion graphics
- 3D animation
- 2D animation
- visual effects
What is AMP Grazing?
Explaining the Science
Early on, we knew our biggest challenge was how we would help people understand the eight different categories of research that was happening in this massive study.
The farm pies and icons were a way to show that each study was unique, but part of a whole research project that was interconnected.
We were able to take slices of the pies and delve deeper into that area of science depending on the part of the story we were wanting to tell. Then, zoom out and visualize holistically what the larger view was.
AMP Benefits
Once we got to the final results in the fourth episode, we needed to help people immediately see where the AMP grazing methods did better or worse than traditional methods.
Keeping it all straight
There were many characters to meet throughout the series, and it’s helpful to understand what type of grazing they have implemented on their farms. We used color to unify when we’re talking about traditional grazing (orange) and AMP grazing (purple).
Finding our Way
With so many farm pairs, we grounded the audience within the United States, then down within the state level to show where in the state each farm pair resided.
Using the consistent colors for traditional and AMP grazing helps communicate who is who without needing additional context and explaining for the audience. Staying consistent with this design means the audience doesn’t have to work so hard to keep up with the story.
Backstory Upfront
The director took a front seat in the storytelling, and it was important to understand where he came from. Early in episode 1, we use a treated timeline with archival photos and footage to help the audience get to know Peter Byck.