Marking the 150th anniversary of the Family Action charity, this campaign from agency And Rising aims to get Brits talking about family pressures such as mental health, financial troubles, and parenting struggles–which manifest themselves as animated monsters in a centerpiece 90-second lie-action/animation film directed by Duncan Christie of Great Guns.
These shadowy, animated beings observe silently as families struggles with isolating issues such as post-natal depression, poverty, alcoholism, and communication breakdown.
Christie and cinematographer Nanu Segal (Bohemian Rhapsody) worked in close collaboration with BlindPig, the animation arm of Absolute Post, to create a seamless combination of live-action and animation elements.
“Family Monsters” is playing online and in Picturehouse Cinemas across the U.K.
Credits
Client Family Action Agency And Rising Julie Herskin, Scarlett Montanaro, creatives; Will Thacker, executive creative director; Anna Carpen, creative partner; James Faupel, producer; Jack Carrington, strategy director; Samuel Guillotel, Sam Barcham, Matt Longley, design. Production Great Guns Duncan Christie, director; Laura Gregory, exec producer; Tim Francis, producer; Nanu Segal, DP; Hannah Boulter, art director; Joseph Crone, wardrobe. Editorial Stitch Max Windows, editor. Visual Effects/Animation BlindPig @ Absolute Post, London Belinda Grew, post producer; Ric Comline, postproduction creative director, compositor; Dominica Harrison, Niall High, Christine Peters, creature design and animation; Elliott Platt, 2D; Matt Turner, colorist. (Toolbox: pen & paper, Photoshop, TV Paint, After Effects, Cinema 4D, DaVinci Resolve) Music Johnny Parry Sound Design Factory Studios Jon Clarke, sound designer
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
