Directed by The-Artery’s Uri Schutzer, this SodaStream International brand film, entitled Rainbow Story, visualizes key moments from the life of Emmy-nominated actress and LGTBQ+ activist Laverne Cox through both live-action content and classic 2D animation. The narrative follows Cox from her childhood to the accomplished woman she is today. The animated compositions, which were led by The-Artery’s Yonatan Tal, include Cox transforming into a flying superhero, colorful parades, the Supreme Court’s landmark ruling protecting LGBTQ+ employees against discrimination, and much more.
In celebration of Pride Month, the brand is launching a limited-edition sparkling water maker kit, also named “The Rainbow Story,” empowering the community to share their personal pride stories. A portion of proceeds will be donated to global NGO ILGA World.
Credits
Client SodaStream International Jez Willy, Wayne Hanson, Yariv Ratner, creatives Production Company Jiminy Creative Uri Schutzer, director; Kobi Hoffmann, exec producer; Itai Neeman, DP; Adam Jette, production designer; Christina Pacelli, stylist; Kiyah Wright, hair; Tay Rivera Nails: Eri Ishizu, makeup. Production Services Rodeo Show Hani Selim, exec producer; Dawn Hoffman, producer. Editorial Jiminy Creative Yair Tamir, editor; Sivan Meisliz, edit assistant; Orit Pinco, post producer. VFX & Design The-Artery Vico Sharabani, executive creative director; Deborah Sullivan, executive post producer; Emily Brown, post producer; Yonathan Tal, animation supervisor; Joey Karwal, Miles Schlenker, Josh Brennan, Vivian Le, Greg Barry, animation; Aarif Attarwala, Asaf Yeger, Micky Gorenstein, Flame; Joe Grundfast, CG; Stephen Picano, color grading. Soundtrack “My Rainbow” Original Music Tomer Biran Sound Design Broadcast Media Avi Zonshine, sound design.
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.
