“Welcome to the World, Baby.” That’s the title of this new minute-and-a-half-plus anthem film for Huggies from Droga5 New York as it gears up for the brand’s official :30 spot which is slated to air during the second quarter of the Super Bowl.
This extended brand film and the :30 launch Huggies’ new creative platform.
Directed by Mark Molloy of SMUGGLER, “Welcome to the World, Baby” sets out to demonstrate what it’s like for babies being brand new to life and all its marvels, big and small. The creative brings to life the idea that Huggies is a helpful co-pilot and supportive ally helping babies–and, by association, their parents–navigate their unfamiliar new world securely.
Credits
Client Kimberly-Clark/Huggies Agency Droga5 NY David Droga, creative chairman; Neil Heymann, global chief creative officer; Tim Gordon, Felix Richter, co-chief creative officers; Juliana Cobb, executive creative director; Alyssa Georg, Elena Knox, creative directors; Meli Chamorro, Stacey Smith, associate creative directors; Jasper Yu, art director; Danielle Gasbarro, Sara Muchnick, copywriters; Gus Sainwood, content writer; Rich Greco, executive design director; Kayt Brylinsky, associate design director; Leslie Cheng, sr. designer; Maddie Bone, designer; Craig Wong, group user experience director; James Garvey, sr. user experience designer; Sally-Ann Dale, chief creation officer; Sophie Paton, Tegan Mahford, Andres Riveros, producers, film; Mike Ladman, sr. music supervisor; Cliff Lewis, director, art production; Caroline Fahey, producer, art; Tasha Cronin, director of interactive production; Ian Graetzer, sr. producer, interactive; Colin Neff, producer, interactive; Michelle Levitch, associate producer, interactive; Jonny Bauer, global chief strategy officer; Ben Brown, group strategy director; Emily Mulvey, strategy director. Agency Accenture Interactive Marisa Fuoco, executive creative director; Kelli Solomon, sr. copywriter; Alena Titova, sr. designer. Production SMUGGLER Mark Molloy, director; Mauro Chiarello, DP; Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn, exec producers; Alex Hughes, head of production; Ben Croker, producer; Elmi Badenhorst, production designer; Sylvia Esme Van Heerden, stylist; Tracey Lund, casting. Production Service Orange Films Jon Day, service producer; Nicole Ford, service line producer. Editorial Work Editorial Stewart Reeves, Trush Fuller, editors; Audrey Weiner, Leah Turner, Winter Brihn, assistant editors; Erica Thompson, exec producer; Samara Kelly, producer. Postproduction/VFX a52 Patrick Nugent, Kim Christensen, exec producers; Stacy Kessler-Aungst, head of production; Michael Steinmann, head of CG production; Jennifer Sofio Hall, managing director; Jillian Lynes, Andrew Rosenberger, producers; Urs Furrer, VFX supervisor; Andy Wilkoff, CG supervisor; Andy McKenna, Steve Wolff, Dan Ellis, Rod Bashman, Mike Vaglienty, Flame artists; Joe Chiechi, 3D artist; Jie Zhou, matte painter; Dan Ellis, John Valle, Gretchen Capatan, online editors; Steven Biggert, animator. Music Mr. Pape “Ode to the little ones” Sound Design 750mph Sam Ashwell, head sound engineer & sound supervisor; Martin Critchley, head of production; Jessica Ringshall, exec producer. Audio Post Heard City Phil Loeb, Jeremy Siegel, audio mixers; Catherine Sangiovanni, assistant mixer; Sasha Awn, exec producer. Color Company 3 Sofie Borup, colorist; Alexandra Lubrano, post producer. Voiceover Sound and Fury, casting director. Footage Researcher Mike Davis
For World Cancer Day (Feb. 4), Gustave Roussy, a treatment center in France ranked number one in Europe and number four in the world in the fight against cancer, is once again speaking out through film. “Lucie” retraces the life of a young woman, from her birth, her joys, her encounters and her trials, in particular the illnesses she faced or may have faced (if not vaccinated) during her life but which did not kill her thanks to advances in science and medicine, including the discovery of her rare cancer at the age of 36.
Conceived by Publicis Conseil and directed by Jaco Van Dormael via production company Hamlet, “Lucie” takes the gamble of using almost exclusively scientific images to tell this story (scanners, MRIs, microscopes, 3D). It highlights the beauty of these images beyond their raw meaning, the poetry that can emerge from them to pay tribute to all the researchers, doctors and specialists who over the centuries have transformed what were once serious illnesses into benign ones, saving many lives in the process. Like most of us, Lucie lives her life without even thinking about all the times when science and medicine have enabled her to go on living.
“In a world where cancer affects one person in two and more and more young adults, we want to show that the disease is a stage in life from which the majority of sufferers are now recovering, thanks to scientific progress. Lucie’s story is the story of thousands of patients. This film makes Gustave Roussy, its doctors, researchers and professionals part of the history of major scientific advances,” said Professor Fabrice Barlesi, CEO of Gustave Roussy.
