Lloyd Lee Choi of production house Descendants directed this piece out of Toronto agency Open which offers a reminder to viewers that they should stay young at heart and be playful by doing the things they love.

The short is part of a campaign marking the 30th year of Toys”R”Us Canada. As the company matures into adulthood, what better time for the brand to promote an inquisitive, curious youthful approach to life?

“The film demonstrates the things that those who are young at heart promise to always do, from playing with bugs, to keeping a sense of wonder, to rolling down hills or firing off bottle rockets. The film has a sweet side, but focuses on the lightheartedness that is inherently Toys’R’Us,” said Martin Beauvais, partner, creative at Open.

Credits

Client Toys”R”Us Canada  Agency Open, Toronto Martin Beauvais, partner, creative; Christian Mathieu, partner, strategy; Kate Thorneloe, Laurent Prud’homme, LauraBeth Cooper, copywriters; Jessica Carter, Jessica Rogers, Tyler McKissick, art directors; Brie Gowans, producer; Anne Ngo, project lead; Nicolas Rouleau, project manager. Production Descendants, Toronto Lloyd Lee Choi, director; Oliver Millar, DP; Tasha Litt, exec producer; Michelle Woodward, line producer. Editorial Saints, Toronto Robin Haman, editor; Michelle Rich, exec producer. Post AXYZ, Toronto James Andrews, Flame artist; Kara Mallard, producer. Post Alter Ego Music/Sound Apollo Studios Yan Dal Santo, director; Tom Hutch, producer.

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