L.A.-based production studio Florence has produced two new films in partnership with the Potential Energy Coalition to raise awareness for Science Moms, a newly launched group of climate scientists and mothers which aims to demystify climate science and motivate action to protect children’s futures. Directed by Florence director Spencer Creigh, the ads offer the authentic perspectives of mothers, who also happen to be climate scientists, in a targeted call to action for moms around the world to get involved and advocate for science-based decision making.
This :60 introduces us to Dr. Burt and her family. The central tenet of Science Moms is that tackling climate change requires a new kind of energy – mom energy. Moms are the bedrock of communities and when they want something done, they do it fast and efficiently. Through home videos, family photographs, behind-the-scenes footage, archival news imagery of disasters, and voiceover, Creigh and team build a world for the viewer – a way into the everyday lives of these women striving to raise their children and protect the earth for their futures. Speaking about their priorities and concerns, the mothers provide a warm, personal, and compelling argument for what is at stake for all families.
The Potential Energy Coalition is a nonprofit group that brings together the best advertising creatives in the world to tackle climate change. “When we landed on these scripts, I immediately thought of Spencer,” said Casey Rand, Potential Energy’s chief creative officer, who back when she was at Droga5 had worked with the director. “He has this ability to cut straight to the core of who people are and bring their stories to life in honest, touching ways that resonate.”
