The Animal Humane Society and agency Carmichael Lynch have launched the “Law of the Paw” campaign–an initiative to raise awareness about the importance of adopting, spaying/neutering and tagging pets. The campaign asks people to sign a pledge to adopt these three behaviors, with the goal of attaining one million signatures in three years. The effort is not branded to one organization so any animal welfare organization in the country can use the creative.
The centerpiece of the campaign is a short film, Magpie’s Story, created by Carmichael Lynch. The film traces the journey of a rescue dog named Magpie from a harsh life on the streets to a caring shelter to her forever home. The entire piece is filmed from the dog’s perspective. To achieve this effect, the production company, Futuristic Films, attached a small PENTAX Q camera to a vest on Magpie’s back.
Richie Smyth of Futuristic directed the short with Zoran Popovic serving as DP.
“This film shows just how dramatic a difference you can make in the life of an animal,” said Dave Damman, chief creative officer of Carmichael Lynch. “Pets are an important part of the Carmichael Lynch family, so we loved working with the Animal Humane Society and supporting their ‘Law of the Paw’ initiative.”
As a teaser to the campaign, Carmichael Lynch placed cardboard doghouses in high-traffic areas in downtown Minneapolis. The houses visually demonstrated how many homeless pets live on the streets today. Also, as a twist on traditional “lost” posters, Carmichael Lynch created “found” posters featuring animals available for adoption at local shelters. The posters encouraged people to adopt a pet and make a promise to help all pets by signing the Law of the Paw. Images have been copied below.
“The story of Magpie is a rare look into the life of a homeless dog,” said Laurie Brickley, director of marketing for the Animal Humane Society. “This short film so aptly captures life on the streets for neglected animals in such a unique and compassionate way. This piece will hit home for so many animal lovers and encourage them to help save a life and that’s the heart of the Law of the Paw movement.”
Carmichael Lynch was tapped for this campaign based on the agency’s highly successful “Dog Tested, Dog Approved,” campaign for Subaru of America, which broke at Puppy Bowl 2011 and attracted the attention of Animal Humane Society. The spots showed dogs having their own sporty adventures sans owners.
“Wicked,” “Dune: Part Two,” “Emilia Pérez” Among Feature Film Winners At MPSE Golden Reel Awards
Wicked, Dune: Part Two, Emilia Pérez, Saturday Night and The Wild Robot were among that feature category winners at the 72nd Annual Motion Picture Sound Editors (MPSE) Golden Reel Awards held Sunday (2/23) at the Wilshire Ebel Theatre in Los Angeles. The Golden Reel Awards honor outstanding achievement in sound editing, sound design, music editing and foley artistry in film, television and gaming.
Television winners included Shōgun, Ripley, The Penguin and Only Murders in the Building.
Two honorary awards were also presented: Kevin Costner received the Filmmaker Award and supervising sound editor Greg Hedgepath, MPSE received the Career Achievement Award. Patton Oswalt served as the evening’s emcee, marking the third time he’s hosted the Golden Reel Awards. MPSE president David Barber presided over the festivities as the sound community came together to celebrate their own. The MPSE invited firefighters to attend the gala as special guests with the audience honoring them for their heroic efforts during the recent L.A. wildfires.
Here’s a category-by-category rundown of the Golden Reel Award winners.
WINNERS FOR THE 72ND ANNUAL MPSE GOLDEN REEL AWARDS
Outstanding Achievement in Sound Editing – Broadcast Animation
Secret Level: “Warhammer 40,000: They Shall Know No Fear”
Amazon Prime
Supervising Sound Editors
Brad North MPSE
Matt Yocum MPSE
Sound Designers
Joseph Fraioli
Nolan McNaughton MPSE
Ryan Sullivan
Sound Effects Editors
Chris Battaglia MPSE
Harry Cohen MPSE
Foley Editors
Matt Manselle
Matt Telsey
Foley Artist
Brian... Read More