Bianca Giaever of production house m ss ng p eces directed this short for JetBlue. Giaever, who gained inclusion into SHOOT’s 2015 New Directors Showcase back in May, helmed the piece for agency Mullen Lowe.
The short depicts America’s busyness epidemic, which can at times be a deterrent to basic human kindness. We're asked if human kind has become "humankinda" This can be remedied, though, with the help of JetBlue, an airline with a mantra/mission to inspire humanity by taking good care of its customers. JetBlue’s effort on this front could help its passengers keep more of their own humanity.
Credits
Client JetBlue Airways Agency Mullen Lowe Mark Wenneker, managing partner/chief creative officer; Tim Vaccarino, executive creative director/art; Dave Weist, executive creative director/copy; Lisa Mathisen, Nick Mathisen, associate creative directors; Joe Palasek, associate creative director/technologist; Stefan Harris, sr. creative technologist, dev/ops; Justin Bogan, Brian Wilkinson, sr. creative technologists; Charlene McBride, sr. experience designer; Jennifer McMahon, motion designer; Alyssa Cavanaugh, desigher; Lauren Schroeter, jr. digital designer; Macie Soler-Sala, jr. copywriter; Brittany Chiang, creative technologist, co-op. Liza Near; SVP, executive director of integrated production; Zeke Bowman, SVP, director of broadcast production; Tracy Maidment, VP, director of art production; Steve Haroutunian, VP, digital studio manager; Jess Phearsome, VP, sr. video editor; Matt Polski, integrated producer; Kim Bennett, group head producer; Kristine Ring-Janicki, production supervisor; Shawn Smith, executive producer, curator of art/design; Jessica Manning, sr. art producer; Aubrey Hayden, sr. content producer; Nick Bleil, sr. content artist; Julie Sforza, sr. production artist; Eric Skvirsky, content producer; Rob Apse, sr. editor; Jake Stafford, assistant editor and videographer; Laura Fronius, digital producer. Production m ss ng p eces Bianca Giaever, director/writer; Ben Orbison, writer; Ari Kuschynir, exec producer/founder; Kate Oppenheim, Brian Latt, exec producers/partners; Dave Saltzman, head of production; Tory Lenosky, producer; Ryan Dickie, DP; Nikkia Moulterie, production manager; Lisa Richardson, Liz Barcia, additional production managers; Florence Friebe, production coordinator; Angela Barrow, art director; Juan Bertran, production sound mixer; Cynthia Angel, post producer. Postproduction Debbie McMurtrey, Kelly Brickner, Catherine Gionfriddo, Jeremiah Shuff, editors; Will Kanellos, Alex Abrahams, Dustin Waldman, Samantha Ommen, Michael Kefeyalew, assistant editors; Shawn King, colorist; Alex Abrahams, Will Kanellos, online; Jordan Bruner, anhimation. Sound One Thousand Birds Andrew Tracy, mixer; Kira MacKnight, audio post producer. Performers Sam Richardson, Jennifer Kitchin, Ryan James Butler, James Ward, Arvind dilawar, Shauna Cummins, Dr. Belisa Vranich, Dr. Christine Carter, Sheila Yerusalim.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
