Jeana Theron of production house Darling directed this :45 designed to put South Africans in the position of Doctors Without Borders medics on the frontlines where life and death decisions have to be made in a split second. In this case, a medic has a decision to make regarding two children with major, life-threatening injuries from a suicide bomber. That decision is then juxtaposed with the more mundane choices in everyday life–in this case someone trying to figure out what entree to have for a meal.
This PSA is part of a #ToughDecisions campaign created by TBWAHuntLascaris in Johannesburg in the hope that it will prompt more South Africans to donate Doctors Without Borders’ medical humanitarian work. The goal is to recruit 10,000 new regular donors.
CreditsClient Médecins Sans Frontiéres / Doctors Without Borders Agency TBWA\HUNT\LASCARIS, Johannesburg. Peter Khoury, chief creative officer/creative director; George Low, creative director; Lauren Mostert, copywriter; Candice Mcleroth, art director; Sandra Gomes, producer; Travis Spence, strategist. Production Darling Jeana Theron, director; Melina McDonald, Lorraine Smit, exec producers; Bryony Webster, producer; Lauren Wilensky, art director; Clive De Klerk, DP. Editorial Deepend Post Marcel Mouton, editor. Post Fresh VFX Stuart Botha, postproduction producer; Bradley Glossop, operator. Audio Sterling Sound Lorens Persson, audio engineer.
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More