Brooklyn-based 1stAveMachine teamed with Barcelona’s BRUT, which it represents in the American ad market, to produce this animated spot for the California Department of Public Health’s California Tobacco Control Program (CTCP).
Titled “Jackson,” this piece follows a habitual smoker–who often craves a drag while drinking coffee, driving through traffic, and even at the movies–transforming his mind, body, and spirit to finally quit his addiction for 10 years and counting. The animated visuals, which include a monstrous cloud of cigarette smoke, are accompanied by a Spanish-speaking voiceover and were directed by BRUT.
Credits
Client California Department of Health/California Tobacco Control Program Agency Acento Advertising, Los Angeles Vicent Llopis, VP, executive creative director; Salomon Resler, group creative director; MJ Lazcano, associate creative director; Francisco Stohr, sr. art director; Gustavo Garcia, executive producer; Brian Reyes, producer; Angelica Garcia, VP, strategy & insights. Visual Effects/Animation 1stAveMachine, Brooklyn, NY Sam Penfield, partner/EP; Peter Repplier, Nick Litwinko, Michaela McKee, executive producers. BRUT, Barcelona, Spain BRUT, director/producer; Martin Allais, creative director; Maud Beckers, EP; Sara Camacho Gutierrez, producer; John Harrison, lead compositor; Jor Ros, art direction & illustration; Richard Ubach, art direction & animation; Ales Santos, type design; Angus Pepper, Fernando Abaca, Bujor Stefanescu, Javi Vaquero, Ellis Chan, animation; Marga Lopez, clean-up lead; Margarita Rojas, Eva Puyuelo, Libardo Bohorquez Gutierrez, Macarena Ortega, clean-up; Hugo Morais, comp & 3D. (Toolbox: Photoshop, Animate, Illustrator, After Effects, Cinema 4D)
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.
