Fruit of the Loom understands there are some things parents just can’t prepare for. Like a giant energy portal materializing in your living room, or magic marker all over your freshly painted walls. Both those unlikely occurrences unfold in this spot in which kids’ imaginations run wild.
But not to worry–parents can still be prepared for back to school season thanks to Fruit of the Loom bonus packs which offer a few extra pairs of underwear…just in case.
Paul Mitchell of Elastic directed this spot, titled “Magic Marker,” for CP+B in Boulder, Colo., with VFX from a52, music from JSM and sound design by Machine Head.
Credits
Client Fruit of the Loom Agency CP+B, Boulder, Colo. Ralph Watson, VP, chief creative officer; KT Thayer, creative director; Sean Wright, sr. art director; Maria Snell, sr. copywriter; Jamie Slade, integrated producer, video; Madison Morris, content supervisor. Production Elastic, Santa Monica Paul Mitchell, director; Luke Colson, exec producer; Kelly Christensen, producer. Editorial Rock Paper Scissors, Los Angeles Austyn Daines, editor; Rana Martin, exec producer; Denice Hutton, producer. VFX a52, Santa Monica, Calif. Jesse Monsour, VFX supervisor; Manny Guizar, CG lead; Richard Hirst, Michael Vaglienty, 2D VFX artists; Phiphat Pinyosophon, Tom Briggs, Mike Bettinardi, Michael Cadenas, 3D artists; Cathy Shaw, roto; Gabe Sanchez, Flame assist; Meredith Cherniack, Michael Steinmann, producers; Patrick Nugent, Kim Christensen, EPs; Linda Carlson, Jennifer Sofio Hall, managing directors; Paul Yacono, colorist; Chris Riley, color assist; Jenny Bright, color producer. (Toolbox: Flame, Maya) Music JSM, New York Joel Simon, chief creative officer/composer; Nathan Kil, composer; Jeff Fiorello, exec producer; Norm Felker, producer. Audio Post Lime Studios, Santa Monica, Calif. Mark Meyuhas, mix engineer; Peter Lapinski, mix engineer assistant; Susie Boyajan, exec producer. Sound Design Machine Head, Los Angeles Kip Smedley, sound designer; Stephen Dewey, creative director; Patty Chow Dewey, exec producer
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
