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)
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
