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    AARP, Ad Council, Director Conor Byrne, adam&eveDDB NY Bring Monster Out of the Closet For “Pretirement”

    By SHOOTUpdated:No Comments833 Views

    The mere thought of retirement and preparing for the future is scary. It’s like a monster in the closet.

    It will keep getting scarier if nothing is done about it; but, if people start planning now for the future, that metaphorical monster might turn out to be kind of a sweetheart.

    For AARP and the Ad Council, adam&eveDDB New York brought that notion to life in “Fear No More.” Its empowering message is meant to launch a new piece of terminology for AARP, called “Pretirement.” Pretirement is the time before retirement when people still have time to prepare.

    AARP’s latest online tools are designed to help people put aside their fear of retirement and take charge of their future.

    “Fear No More” was directed by Conor Byrne via production house m ss ng p eces. He shared, “This project has been a rare beast: clever, cinematic, and with a smart message at its core. From the moment the amazing team at adam&eveDDB sent the board to me, I was hugely inspired. Immediately, furry visions of Labyrinth, Where The Wild Things Are, and even Harry & The Hendersons danced merrily in my head. With the help of m ss ng p eces and my trusty producer/brother/’broducer’ Tyler (Byrne), we assembled a dream team to execute it, including director of photography Sean Porter, production designer Kay Lee, and editor Craig Deardorff. But the real magic was conjured when the geniuses/visionaries/wizards at Legacy Effects came on board to build the creature; they brought a mind-melting level of craft to every single detail, from nose to tail to eyeball-phone. I’m tremendously proud that we’ve created a creature (and a little movie) that feels equal parts soulful, scary, and sweet.”

    Credits

    Client AARP and Ad Council Agency adam&eveDDB NY Richard Brim, chief creative officer; Amanda Peters, head of strategy; Mat Bisher, group executive creative director; Paulo Junger, Jason Ashlock, executive creative directors; Jeff Anderson, creative director; Din Terpuni, art director; Alec Samuelson, copywriter; Teri Altman, executive director, production; Bree Hopenwasser, sr. producer; Chris Lane, associate producer. Production m ss ng p eces Conor Byrne, director; Ari Kuschnir, managing partner/founder; Kate Oppenheim, Brian Latt, managing partners; Dave Saltzman, exec producer/partner; Edward Grann, exec producer; Rebecca Davis, director of production; Sean Porter, DP; Tyler Byrne, producer. Editorial Cosmo Street Craig Deardorff, editor; Jasmine Henry, producer; Anne Lai, Luiza Naritomi, heads of production. Post/VFX The Mill Camila De Biaggi, exec producer; Sally Wnek, producer; John Leonti, VFX supervisor; Elodie Eichter, colorist; Tom McCullough, creative director, sr. Flame artist. Audio Heard City Phil Loeb, partner/audio engineer; Gloria Pitagorsky, managing director/partner; Nick Buvarny, producer. Music APM Deborah Fisher, director, advertising. Creature Creation Legacy Effects Alan Scott, co-founder, owner.

     

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Video Tags:adam&eveDDB New YorkConor Byrnem ss ng p eces



    Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care

    Wednesday, November 20, 2024

    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.

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