Consuming Consequences: Anémona Studio’s Henedy Macias Discusses Her Animated Oxfam Spot ‘Inequality Destroys Everything’

Mexico City-based Anémona Studio recently completed an animated short film for Oxfam, titled Inequality Destroys Everything. Inspired by the beloved works of Studio Ghibli, the short used 2D animation techniques to address the topic of inequality. We had the chance to talk to the short’s director Henedy Macias about this inspiring project:

Animation Magazine: Can you tell us a bit of background about your studio?

Henedy Macias: We are a Mexico-based animation studio with over 15 years of experience. Specializing in storytelling, 2D classical animation, 3D and visual effects, we take pride in delivering creative, high-quality work in both advertising and, more recently, animated series.

We have collaborated with almost all major advertising agencies in Mexico and recently won an Effie Latin Award. In 2023, we proudly represented Mexico at Annecy’s Partner Pitches with our original animated series.

How did the Oxfam spot project come about?

This short film was created for Oxfam Mexico, the final client, with Montalvo as the communication agency and Anémona Studio as the animation studio that made it all possible. Oxfam Mexico was looking for an animation style to bring their story to life. At Anémona, we suggested a classical 2D style inspired by anime, drawing influence from the surreal universes crafted by Hayao Miyazaki and Studio Ghibli. We took this spark of creativity and gave it our unique twist, resulting in this captivating short film.

What were the main goals of this project?

For Oxfam and Montalvo, the goal was to create a piece that would make a strong impact on inequality, defining it as the disproportionate distribution of resources. They aimed to showcase the voracity of consumption and its consequences.

For us, the focus was on ensuring the narrative flowed seamlessly while delivering the highest quality animation, carefully crafting every detail to reinforce the message and enhance the visuals.

How many people work on the animation and which tools were used?

We were a team of 17 people working exclusively on this short film. Toon Boom was our primary tool for frame-by-frame animation and rotoscopy, while for the 3D violin shots, we used Blender.

What were you most pleased about the final project:

It’s rare to have a client willing to embrace anime for such a bold idea, using strong symbolism to depict inequality and the exploitation of natural resources.

I was especially happy to adapt the script while preserving the original concept, carefully shaping the rhythm of the story. Later, we brought it to life with a beautiful aesthetic inspired by Hayao Miyazaki, a combination that was deeply appreciated by the entire team. This project also helped define and leave a mark on our own narrative style.

As you set out to direct the Oxfam spot, what were your biggest challenges?

Creating anime was a challenge, as it is not widely used in Mexico — especially in projects for nonprofit organizations. Beyond that, maintaining the intensity of the narrative and building tension to highlight the severity of the situation required increasing the complexity of the animation itself. Balancing both aspects was a huge responsibility, but it was also a deeply rewarding experience for the entire team.

What other projects is the studio working on?

We are currently developing our original animated series, Mambo and Domingo, a preschool show about two friends who spend their free time exploring the outdoors. Together, they create endless and unexpected adventures in their shared backyard and around Toronto, Canada.

What is your take on the current animation climate in your country?

Surviving in the industry has always been challenging. Like in many other countries, animation in Mexico is not taken seriously enough in film production, which is why most of our work has traditionally been focused on advertising. Unfortunately, today it is even harder to find credibility in the processes required for high-quality production and results.

The perception that animators, illustrators, character designers and script writers are no longer essential is growing. However, we increasingly find ourselves fixing AI-generated characters or solving creative problems that AI alone cannot yet handle.

Negotiating against low budgets is a daily challenge, but we see this as an opportunity for small and medium-sized studios to shine — not only through quality production but through strong, original ideas. At Anémona Studio, we are investing everything into our original animated series, Mambo and Domingo, which has already caught the attention of major networks. We firmly believe that developing our own content is the key to surviving in this new landscape and preserving jobs in the industry.

See more of Anémona Studio’s work at anemonastudio.com.