The Leukemia and Lymphoma Society (LLS) and creative agency Oberland approached Hornet to create a 45-second spot, “Grace,” detailing how LLS can help people come to terms with the earth-shattering news of a cancer diagnosis. Hornet’s own Natalie Labarre directed the animated spot. In her words, it was supposed to be “a visual representation of what it’s like to have your life fall apart.” So, she made it literally fall apart with an unraveling of structures around the characters, a blurry focus, and a swirl of levitating objects.
The message is that once LLS comes into the picture, these characters feel grounded again. Ultimately, the film is a heartfelt, soothing, beautifully-illustrated 2D animation that has a heavy, yet hopeful, tone.
The spirit of the piece is in line with the LLS mission and motto: “Beating Cancer Is in Our Blood.”
Credits
Client Leukemia & Lymphoma Society Agency Oberland, New York Production Hornet, New York Natalie Labarre, director, storyboard artist, character designer, environment designer; Hana Shimizu, exec producer; Kristin Labriola, development producer; Matt Creeden, producer; Anita Chao, editor; Riley Spencer, production coordinator; Sarah Litzenberger, storyboard artist, lead animator; Sami Healy, lead animator; Josh Brennan, Tyler DiBiasio, Ty Enos, Natalie Labarre, Seongjin Yoon, Hazel Zheng, animators; XiaoXiao Tang, lead compositor.(Toolbox: Photoshop, Toon Boom Harmony, After Effects, Premiere) Audio “Limited Wisdom,” written by Taubenblau, courtesy of Extreme Music. Jen Lawson, voiceover artist.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
