In this spot for the U.S. Postal Service (USPS), parents look to lift the spirits of their son with a gift–which on the surface appears to be a small trifle but in actuality means everything to him and his stuffed animal friend.
The present gets to the lad in a timely fashion, with mom and dad able to track its delivery status all the way via USPS services, particularly its new Informed Delivery feature.
Bryan Buckley of Hungry Man directed the heartwarming “Biggest Gift” for McCann New York.
Client United States Postal Service (USPS) Agency McCann New York Tom Murphy, chief creative officer; Chris Mitton, Nir Refuah, executive creative directors; EJ Lee, Joey Monteverde, creative directors; Nathy Aviram, chief production officer; Donna McCraken, Sara Ward, sr. producers; Anna Andreis, strategy director; Jacklyn Baillergeon, Collin Peters, strategists. Production Hungry Man Bryan Buckley, director. Editorial Big Sky Chris Franklin, editor; Ryan Sears, VFX supervisor. Audio Post Sonic Union Paul Weiss, mixer. Color/Finishing Nice Shoes Chris Ryan, colorist.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
