This anthem spot for Macy’s holiday campaign centers around an astronaut who is in space over the holiday season, and her seven year-old daughter, Mia. The mom keeps in contact with her family over video transmission, and keeping her company in space is Sunny, a snowpal hand-made by Mia. As the spot unfolds, you see the wonder of the holiday season through an ingenious plan hatched by Mia. The piece ends with the line, “Believe in the Wonder of Giving.”
Titled “Space Station,” the :60 was directed by two-time DGA Award winner Martin de Thurah of Epoch Films for BBDO New York.
Credits
Client Macy’s Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kotlhar, EVPs/executive creative directors; Tom Kraemer, Peter Alsante, SVPs/sr. creative directors; Bianca Guimaraes, VP, creative director; Dan Blaney, VP, group executive producer; Katie Porter, executive producer; Corie Rosenblatt, associate producer; Rani Vaz, SVP, director of music; Julia Millison, music producer. Production Epoch Films Martin de Thurah, director; Melissa Culligan, exec producer; Michaela Johnson, line producer; Chayse Irvin, DP. Editorial Work Editorial Rich Orrick, editor; Erica Thompson, exec producer; Jamie Lynn Perritt, sr. producer; Chris Delarenal, producer; Theo Mercado, assistant editor. VFX Blacksmith, New York Daniel Morris, VFX supervisor/2D lead; Tuna Unalan, Olivier Varteressian, VFX/CG supervisors; Charlotte Arnold, exec producer; Bindy St. Leger, VFX producer; Michael Marsek, Casey Reuter, Vitaliy Burov, CG generalists; Bogdan Mihajlovic, CG tracking; Rick Walia, FX artist; Robert Bruce, Nick Tanner, Tim Reagan, Jacob Slutsky, Yebin Ahn, compositors; Sue Jang, matte painter. (Toolbox: Flame, Nuke, Maya, Houdini, Arnold Substance Designer, Photoshop) Music Soundtree Music, London Jay James, exec producer/managing director/producer; Luis Alman, head of music production. Music title: HOME, composed by Joel Hartman for Soundtree Music; Published by Soundtree Music Publishing. Audio Post Sonic Union, New York Steve Rosen, mixer. Sound Design Brian Emrich, sound designer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
