Animation house ROOF Studio (ROOF) recently partnered with ad agency AREA 23 on a CG film called Unbreakable for biopharmaceutical company Insmed. The piece aims to bring awareness about Nontuberculous Mycobacterial (NTM) lung disease, a condition which can be difficult to identify due to its similar symptoms with other lung conditions. The film was crafted to create a sense of urgency for doctors and specialists to recognize and diagnose NTM.
“Unbreakable” is a visual metaphor of the NTM experience. Based on actual NTM patient experiences, the film opens on Barbara the Bunny, a plush toy fabricated in a magical factory. When she comes alive, she realizes something is not quite right as she begins to cough, splitting a piece of her fabric in the process. Barbara is expelled from the factory by “Quality Control” and from there, we follow in her journey across the city desperately seeking a specialist for her situation. To her relief, a sweet toy repair shop owner knows just exactly what to do.
Credits
Client Insmed Agency AREA 23, New York Tim Hawkey, EVP, chief creative officer; Chris Bernesby, Joe Capanear, SVPs, group creative directors; Paul Harrington, VP, creative director; Jennifer Harrison, Ronnie Caltabiano, VPs, associate creative directors; Kristen Bell, Corinne Feight, associate creative director; Sasha Mishkin, sr. copywriter; Chinkara Singh, VP, group executive producer; Kevin Mullucks, sr. integrated producer. Production ROOF Studio, Brooklyn, NY ROOF Studio, director. VFX/Animation ROOF Studio, Brooklyn, NY Guto Terni, creative dir. and environment design, look development, 3D layout, 3D ltg., compositing; Vinicius Costa, creative director and prop & environment design, look development; Lucas Camargo, creative director & 3D ltg., look development, character design, character explorations, simulation, grooming; Marcus Lansdell, EP; Vanderlei Santana, head of prodn; Heber Conde, 3D lead, 3D layout, simulation; Guto Terni, story lead; Estevao Chromiec, storyboard; Bruno Celegao Monteiro, animation lead; Alex Ferreira, Andrea Delfino, Bruna Berford, Bruno Santos, Christian Weckl, Daniel Oliveira, Emerson Manfrin, Francisco Catão, Hannry Pschera, Jesiel Almeida, Jonathan Edward, Jorge Zagatto, Leonardo Felix, Leonidas Maciel, Marcio Nicolosi, Matheus Caetano, Rodrigo Dutra, animation; Steferson Rocha, Carolina Avelino, Lincoln Horita, Gean Carlos, Geison Araujo, Roberto Fernandes, modeling; Danilo Pinheiro, rigging; Gustavo Rangel, look development lead; Mateus Kurzhals, Josemar Queiroz, Rafael Chies, Camilo Franco, Renato Braz, look development; Gustavo Rangel, Rafael Chies, 3D ltg; Victor El Guy, character explorations; Alejandro Echeverry, simulation; Rosenio Pinto, pipeline; Hasan Tawfiq, Rouhollah Toghyani, grooming. (Toolbox: Maya, Redshift, After Effects)
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
