Claritin rolled out this animated music video for its The Outsideologist Project, an online program designed to get kids to spend one more hour per week outside. Produced by ATKPLN for Energy BBDO, the video sprung from an original composition, “Unboring Starts with U,” written and performed by Mophonics composer and creative director Casey Gibson. The tune teaches kids weird facts about neighborhood creatures, fun ideas for outdoor activities, and how “unboring” kids’ own backyards or local parks can be. The song was the result of a synergistic and natural collaboration between the Mophonics and Energy BBDO teams.
The music video takes the form of a 2-D animation/miniatures live-action mash-up created by ATKPLN. Daniel DelPurgatorio served as director/executive creative director for ATKPLN, with Sofie Edvardsson as animation director.
In addition to Gibson, the team at Mophonics included creative director Stephan Altman and executive producer Colette Huemer.
Credits
Client Bayer/Claritin Agency Energy BBDO Josh Gross, Pedro Pérez, chief creative officers; Susan Treacy, executive creative director; Gloria Dusenberry, Manuel Torres, creative directors; Tanvi Tandon, sr. copywriter; Jason Murray, sr. art director; John Pratt, head of integrated production; Vanessa Luhr, executive producer; Chris Totzke, producer; Daniel Kuypers, executive director of music; Nick Maker, music producer; Karolina Barej, music business coordinator. Production & Postproduction ATKPLN, Dallas Daniel DelPurgatorio, director, executive creative director; Angela Finney, production designer; Josh Zeuske, prop master; O’Connor Hartnett, DP; Bill Halliar, storyboard artist & character design; Joi Fulton, Benjamin Girdwood, Dustin d’Arnault, character design; Sofie Edvardsson, animation director; Jakob Nystrom, animation supervisor; Jonathan Dahl, Daniel Elv-Forsén, Karolin Gu, Line Hagsand, Carl Johan Hasselrot, Viktor Khan, Jakob Nyström, animation; Simon Osterhof, producer; Salla Lehmus, art director & illustration; Karolin Gu, Line Hagsand, David Karlström, illustration; Chris Collins, Richard Reininger, editors; Jeffery Altman, colorist; Mike Roy, online & finish; Kent Zambrana, sr. producer; Kacie Bangle, producer; Marvin Robinson, exec producer (Toolbox: Pencil & paper, miniatures, Premiere, Photoshop, After Effects) Music Mophonics (LA) Stephan Altman, creative director; Casey Gibson, creative director, composer; Colette Huemer, exec producer. Sound Design & Mix ATKPLN Frank Pittenger, sound designer/mixer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
