White plastic trash bags tied to subway grates on a Manhattan sidewalk come to life when the underground train passes. Air rushes up through the grates to inflate the bags which take the form of a mother polar bear and her cub.
Onlookers–including a delighted little girl–gaze at the creatures whose existence is shortlived. Soon the train is gone and the “creatures” deflate and return to being eyesore trash bags.
A series of parting supers (against a black background) promote riding on the subway. They read: “Help Save The Planet”/”Ride, Don’t Drive”/fightglobalwarming.com.
This viral video was created by Ogilvy New York on behalf of the Ad Council and the Environmental Defense Fund (EDF).
Tim Godsall of Biscuit Filmworks, Los Angeles, directed the spot which unfolds to music from the band Stars of the Lid.
Joshua Harris, a student at the School of Visual Arts and a well known street artist, created the mother polar bear and cub from recyclable trash bags.
The Ogilvy ensemble consisted of Chris Wall, vice chairman, creative; group creative directors Chris Mitton and Terry Finley; senior art director Dustin Duke; senior copywriter Jon Wagner; and agency producer Carrie Simon.
The DP was Bryan Newman.
Editor was Geoff Hounsell of bicoastal Lost Planet
SUPERLATIVE Signs Director Claudia Abend For Spots and Branded Content
Latin American director/editor and documentary filmmaker Claudia Abend has joined SUPERLATIVE for her first U.S. representation spanning commercials and branded content.
Abend's empathetic docu-style POV has garnered several international awards for the documentary films Hit (2008) and The Flower of Life (2018). Her spotmaking credits include such brands as Procter & Gamble, Nestle and Blue Cross/Blue Shield. SUPERLATIVE has already worked with Abend, together producing a new ad campaign for digital agency Tinuiti and The Honest Company, a consumer goods corporation featuring eco-minded products.
“We found Claudia through her poignant documentaries on the festival circuit,” said SUPERLATIVE creative manager Stefan Dezil. “We are excited about her textured narratives, emotional storytelling, and her powerhouse long-form storytelling abilities, currently on her third feature film. As SUPERLATIVE continues to build our brand after premiering our latest films at Sundance and SXSW, Claudia is the kind of multidimensional artist we are excited to partner with on branded content and beyond. Fluent in English and Spanish, her reel shows real prowess with infants, food and skin products, families both young and old. Great visual storytelling and inspirational doc work.”
Abend began her career in her native Uruguay, studying film and editing in college. “My dad would show me films like Citizen Kane,” she said. “I love cinema and became an editor. It was here that I learned all about communicating human emotion.”
From the get-go, Abend hit it big as a documentary director, teaming with Adrianna Loeff on Hit, a movie chronicling pop artists of Uruguayan music. Abend took home a Best Editing... Read More