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)
Lead agency Serviceplan’s new cross-media campaign for Lufthansa, “All it Takes is a Yes,” includes this short film which follows a protagonist who is magically transported from her daily office life to dream destinations with just a simple tap on the Lufthansa app.
We accompany her on a wonderful journey, discovering inspiring local experiences along the way. We see her at a dumpling shop in Shanghai, swimming in the turquoise waters near Rio de Janeiro, grabbing a sandwich at a New York deli, exploring the bustling streets of Mumbai, dancing at a wedding party in Rome and marvelling at the desert in South Africa. Along the way she connects with a character who’s seemingly following her. Inspired by magical realism, director Niclas Larsson via production house Iconoclast has crafted a stunning visual journey that perfectly blends reality and dream.
The campaign was developed and implemented by an international Serviceplan team under the creative lead of Serviceplan Germany chief creative officer Till Diestel, and global executive creative directors Erick Barrios Hernández and Wolfgang Warzilek.
[video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2025/01/22164533/All-it-takes-is-a-Yes.-Lufthansa.mp4"][/video] Read More
