The Third Deadly Sin

by hobbits_ainmo

This work has been commented by 1 curator(s). Read the comments


The Third Deadly Sin


The Third Deadly Sin

Concept author(s)

Majida AlSafadi, Sarah Zohair, Omnia ElAfifi

Concept author year(s) of birth

1990, 1991, 1988

Concept author(s) contribution

We all worked collaboratively with illustration, animation, and editing.

Concept author(s) Country

United Arab Emirates


Majida AlSafadi, Sarah Zohair, Omnia ElAfifi

Designer(s) year(s) of birth

1990, 1991, 1988

Designer(s) contribution

We all worked collaboratively with illustration, animation, and editing.

Designer(s) Country

United Arab Emirates

Friendly Competition

Debt. (2012)

Competition category

Visual communication practice

Competition subcategory


Competition field


Competition subfield


Subfield description

American University of Sharjah, Bachelor Degree in Multimedia Design

Check out the Debt. 2012 outlines of Memefest Friendly competition.

Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

In this animation, we create an alter universe which has strong metaphorical meanings to a real society. Our underlying message revolve around greed, and how debt is used as a weapon. Here, we use animal ideologies to create the citizens that make up a society. Goats signify selfishness, and doing everything for self gain. Sheep are easily led astray, and that's why they always need someone to 'herd' them in order to protect them. Pigs represent greed.

What kind of communication approach do you use?

Animation allowed us to freely express our message through types of illustrations and language that are fitting to the subject matter.

What are in your opinion concrete benefits to the society because of your communication?

It serves as a wake-up call to the society. It also shows the close correlation between humans and animals with a strong metaphorical animal ideologies used.

What did you personally learn from creating your submitted work?

The more people watch it, the more we realized they could relate to it. Debt could happen to anyone, since we are all a part of a system which is controlled by a higher power. However, one must remember to keep their feet on the ground and not get carried away with the luxuries of life.

Why is your work, GOOD communication WORK?

Its engaging in a way that it presents an idea in a unique graphic language which is very well thought of before execution. The idea of Debt was also treated differently with the use of metaphors in relation to greed.

Where and how do you intent do implement your work?

We are willing to get it out there so it can reach as many viewers as possible. Whether it was through festivals or the internet.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)

Yes. In fact, we had a screening in our university. Our animation reached out to most people and got the local newspaper talking about it.

Curators Comments

Shoaib Nabi

Debt = Greed. The use of a metaphor is very effectively used for this project. It addresses the need for debt, often it is greed of some form and at some level. Could be the person who is giving the debt or the receiver or both. But debt can also be accumulated through misfortune or urgency or a particular need that may have nothing to do with greed. However, in context to the "Third Deadly Sin" you all have designed a superb piece of animation that captures and retains the attention of its viewer. It is whimsical and dark and takes you to a certain place but ends just when you expect more. I enjoyed the illustrations and encourage you to work more in this direction. You may want think of ending the animation with a strong statement before the rolling credits to bring us back to the subject and its intended focus. Also you may want to review and edit how the music flows in and out in some portions of the animation. A refreshing change from clip art and generic digital illustrations.