This spot tells the story of the eternal quest for one person to “one up” another, starting in the prehistoric cavemen era and working its way to today. The desire to outdo the other guy in contemporary times has yielded Oatmeal Crisp cereal. Bent Image Lab in Portland, Ore., deployed 2D, stop-motion and computer animation for this humorous TV ad from Toronto agency Cossette.
Bent director Solomon Burbridge wanted this ultimate celebration of masculinity to play out as a grand sweeping montage similar to classic march-through-time newsreels but with a modern and design savvy audience in mind. “I wanted this commercial to feel epic and impressive but also have time to be a little bit goofy and nuanced,” said Burbridge.
Credits
Client Oatmeal Crisp Agency Cossette Toronto Carlos Moreno, Peter Ignazi, chief creative officers; Dan Cummings, Sean Barlow, copywriters; Lucyed Hernandez, Paul Riss, art directors; Heather Moshoian, producer. Production Bent Image Lab, Portland, Ore. Sol Burbridge, director; Paul Diener, producer; Stephen Grossman, production coordinator; Brent Heise, editor; Cameron Carson, compositor; Stef Kofman, lead CG TD; Kaden Cook, modeler; Josh Cox, look develop CG artist; Greg Fosmire, art director; Damien Lopez, Danny Popovici, storyboard artists; Dave Manuel, illustrator; Brett Superstar, Joshua Pearce, set fabricators; Maryanna Haggatt, character designer; Jennifer Kincade, concept artist; Sam Niemann, animation director; Cassandra Worthington, animator; Christine Beard, Danny Ricco, assistant animators; Marty Easterday, set animator & fabricator; Jim Birkett, DP; Rodrigo Melgarejo, assistant camera; Matthew Lask, production assistant. (Toolbox: Dragonframe, Toon Boom Harmony, Adobe Illustrator, Adobe PSD, 3D Studio Max, Photoshop, ZBrush, Vray, After Effects)
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
