This ad highlights a woman on her daily commute who uses Photoshop to reimagine the world around her. She ultimately ends up transforming her everyday mundane ride into a fantastic voyage to the furthest corners of her imagination.
“Fantastic Voyage” will run across broadcast (in both the US and UK), as well as on digital and social. The spot was directed by Antoine Bardou-Jacquet of Partizan for agency 72andSunny, Los Angeles–with visual effects from the Mathematic studio.
Lauren C. Smith, creative director, 72andSunny Los Angeles, said, “While we started the campaign before COVID-19, we entered into production right as the pandemic started to hit the United States. In an interesting twist of fate, we had to use the power of imagination not only in our film but also in the way we made it. From remote production night shoots in Prague to a video village in Los Angeles to countless remote postproduction calls across oceans and time zones and remote editing/mixing/coloring, we figured out ways to work that we previously wouldn’t have imagined possible. The result is a stunning ode to the places our imagination can take us, even when the world puts constraints and limitations on us.”
Credits
Client Adobe Photoshop Agency 72andSunny Los Angeles Kristian Grove, Lauren C. Smith, creative directors; Bartolome Graziana, sr. art director; Scott Ready, associate creative director; David Lynch, sr. film producer. Production Partizan, Los Angeles Antoine Bardou-Jacquet, director; David Stewart, producer.VFX Mathematic, Paris Rebecca Rice, executive creative producer; Alan Portillo Moro, VFX producer; Jehan Bouazza, VFX supervisor; Francois-Xavier Pourre, VFX on-set supervisor; Fred Brandon, Clement Germain, lead Flame artists; Thomas Van Maele, lead VFX artist; Yann Aldabe, Emeric Samier, lead 2D artists; Sonia Ferreira, Laila Sonsino, Mathieu Malard, lead compositors; Stephane Rogeon, Philippe Gonzalez, Guillaume Kerfriden, Sandro Bertchi, Cyril Cassaigne, lead 3D artists; Mathieu Caplanne, colorist; Kervin Brisseaux, Gerhard Human, Virginie Krypriotis, Mau Lencinas, Leo Natsume, Oleg Shcherba, illustrators.(Toolbox: Photoshop, Nuke, After Effects, Flame, Houdini, Maya, Cinema 4D, Substance) Music Song: “She’s a Rainbow” by The Rolling Stones. Sound Design/Mix Lime Studios, Santa Monica, Calif. Michael Anastasi, sound designer; Matt Miller, mixer; Susie Boyajan, executive producer. Editorial Work Editorial
NHS (National Health Service) England rolled out this PSA titled “That Feeling,” part of its first-ever national campaign designed to encourage women to screen for breast cancer.
Directed by Fern Berresford of Rogue Films for agency M&C Saatchi UK, the spot taps into the universal moment of relief women feel when removing their bras after a long day. This serves as a metaphor for the reassurance and sense of control women feel after attending a breast screening--a step that could help detect breast cancer before symptoms appear.
The :30 captures women of diverse ages, ethnicities, and body types in this intimate and relatable moment, paired with messaging about the life-saving benefits of screening. The spot is accompanied by Wilson Pickett’s upbeat track, “Land of 1000 Dances.”
Amy Parkhill, creative at M&C Saatchi UK, said, “There’s no better feeling than taking your bra off at the end of the day. The relief from being held in (and up) for hours. We wanted to use that relatable and universal truth and apply it to getting your breast screening sorted. To be free from putting it off and to know you’ve done everything in your power for your health. We kept the visual storytelling as authentic as the insight, opting for people and places that represent those we know and love.”
Parkhill continued, “It’s the positive and uplifting piece we hoped it would be, and we aren’t even sick of the song yet!”
