Ladder, the company offering flexible life insurance in minutes, released “Crocodile,” the second installation of its “So Good” brand campaign — a series of humorous and memorable films built around the unique consumer insight that almost 1 in 2 couples with life insurance joke about taking each other out for the payout.
Created in partnership with creative/culture agency FRED & FARID Los Angeles and director Casey Storm (also known as a costume designer for the likes of Spike Jonze and David Fincher), the new film stars the Ladder mom unleashing another inventive plot on her beloved husband: this time with the ruse of a romantic parental rendezvous and a little help from a crocodile. Once again, dad escapes the outlandish trap (mostly) unphased, retorting “I’m ok guys!” with his signature happy-go-lucky demeanor.
“I love this campaign,” said Storm. “For me as a director, the scripts and the campaign are a home run. I’ve heard how effective the last campaign was and I’m sure this next devilish round will be equally successful at raising brand awareness and making people smile.”
Credits
Client Ladder Agency FRED & FARID Los Angeles Fred & Farid, chief creative officers; Chelsea Steiger, creative director; Ciana Alessi, copywriter; Amanda Van Caneghem, executive producer; Eileen Zhao, strategy director; Production Production Company Productions Casey Storm, director; Rob Hatch-Miller, Puloma Basu, exec producers/producers; Tom Scharpling, exec producer; Jake Polonsky, DP. Editorial Exile Matt Murphy, editor; Ersin Dogruer, assistant editor; CL Kumpata, Jennifer Locke, exec producers; Samantha Axelrod, post producer. Color Company 3 Sean Coleman, sr. colorist; Matt Moran, sr. color producer; Connor Callaghan, exec producer. Finish Company 3 Brian Conlon, lead Flame artist; Kelly Bumbarger, Sean Wilson, Cecile F. Tescon, Flame artists; Pam Gonzales, Marianne Magne, roto artists; Paula S. Jiménez, sr. finishing producer; Connor Callaghan, exec producer, finish; Music Human, bicoastal Kamela Anderson, head of sync and A&R; Craig DeLeon, creative director; Jon Hubbell, composer. Sound Design LSD, Santa Monica, Calif. Sam Casas, sound designer. Audio Post Lime Studios, Santa Monica, Calif. Sam Casas, mixer; Susie Boyajan, exec producer.
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
