To promote the new season of the Hulu Original series The Path, agency twofifteenmccann set up an experiment to shine a light on an all too human behavior: lying about watching certain TV shows just to seem in the know.
Directed by Tim Godsall of Anonymous Content, this web short titled “In The Know” captures actors in L.A. turning out to audition for a role in The Path. They are getting the opportunity to audition with the show’s star, Aaron Paul. One by one, the actors enter a room and are asked if they were familiar with the series plot. Would they improvise a response even if clueless?
This new exposé, to run on digital and social channels, merrily builds on Hulu’s brand invitation to “Come TV With Us” and offers a simple alternative to being caught in a tangled web of lies: watch all the episodes of hit TV shows, premium originals and movies on Hulu.
Credits
Client Hulu Agency twofifteenmccann Scott Duchon, chief creative officer; Justin Hargraves, associate creative director/art director; Rob Katzenstein, associate creative director/copywriter; Alex Spahr, director of integrated production; Mai Huynh, sr. producer; Gabrielle Tenaglia, Janene Lin, Paige Robertson, strategy team. Production Anonymous Content Tim Godsall, director; Andre Pienaar, DP; James Graves, line producer; Eric Stern, exec producer; Kerry Haynie, head of production; Paul Austerberry, production designer. Editorial Cut+Run Andy Green, editor; Michelle Esking, managing director; Amburr Farls, L.A. exec producer; Deanne Mehling, San Francisco exec producer; Jared Thomas, producer. Color Company 3 Dave Hussey, colorist. Music Asche and Spencer Audio Post Lime Studios
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
