A proprietor invites us into his store–which is unlike any other. There are no walls, the shop is not limited by its inventory. It's a cavalcade of adventure and experiences–and then we realize we are in a PlayStation store where imagination is untethered.
This other worldly store was created in large part by the visual effects acumen of MPC.
The spot was directed by Rupert Sanders of MJZ for agency Venables Bell & Partners.
Visual Effects/Animation: MPC LA (VFX: 2D & CG) Robert Owens, managing dir; Michael Gregory, creative dir; Elexis Stearn, Colin Clarry, EPs; Jim Spratling, head of 2D & 2D supervisor, on-set VFX supervisor; Tim Kafka, CG supervisor, sr. CG lighter; Bomyee Hwang, sr. VFX producer; Julian Fitzpatrick, on-set VFX supervisor, sr. CG lighter; David Ince, Gustavo Bellon, Toya Drechsler, Kyle Belko, Josh Guillaume, sr. Nuke compositors; Thom Price, Chris Howe, concept/digital matte painters; Annie Zhao, Dennys Herman, CG lighters; Alex Moon, sr. CG pre-viz & layout artist; Ty Coyle, Samir Patel, sr. CG animators; Andrew Price, CG animator; Stefano Giorgetti, Andy Sheng, sr. CG FX artists; Lyndsey Horton, GG rigging supervisor; Meghan Sesnie, CG rigger; Joel Durham, Rodrigo Carrasco, Lim Bunu, Michael Reed, CG generalists. MPC London (CG groom) & MPC Bangalore (Roto, Cleanup, CG Prep, Matchmove)(Toolbox: Flame, Nuke, Maya, MiArmy, Arnold, After Effects, Photoshop) Agency: Venables Bell & Partners, San Francisco Production: MJZ, bicoastal/international; Rupert Sanders, director; Unit+Sofa, production services company
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.
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