Droga5 and the Hornet studio teamed on this spot titled “Sizzle Film” for Motorola, creating an animation/live-action mixed media adventure to promote the new Moto G phone.
To create the mixed media piece, which was directed by Hornet’s Yves Geleyn, the team utilized a live set to help create a familiar and tactile scenario before giving way to the 2D hero as she dives into her wanderlust dream world. Projected animation, synced to a motion control turntable, was choreographed with precision to the tabletop as it spun in a clockwise rotation. The live action elements nimbly integrate into the background as the animated environment transforms between scenes. Clean lines, dynamic imagery and a saturated color palette highlight the phone’s capabilities while a highly graphic yet gentle design scheme guides the overall tone.
“Behind the scenes was pretty technical,” Geleyn said. “Creating animation to project onto a surface, but also have it interact with objects on that surface, on a moving, live set, and use physical lighting—that took some figuring out. But the spot itself was light and playful, and it made the idea behind it really cohesive.”
Credits
Client Motorola Agency Droga5, New York David Droga, creative chairman; Neil Heymann, executive creative director; Hannes Ciatti, John McKelvey, creative directors; Martins Zelcs, Conor Hagan, art directors; Bryan Stokley, Matt McCarron, copywriters; Sally-Ann Dale, chief creation officer; Ben Davies, head of broadcast production; Juliana Montgomery, sr. broadcast producer. Production Hornet, New York Yves Geleyn, director; Hana Shimizu, exec producer; Greg Bedard, head of production; Desiree Stavracos, producer; Ivan Abel, DP; Bill Moore, storyboard artist; Anita Chao, editor; Mike Luzzi, lead editor; Anna Bron, Oren Haskins, lead designer; Arman Matin, VFX supervisor; Gabe Askew, lead CG, modeler, texturer, lighting & rendering, camera, pre-viz; Lee Gingold, lead compositor; Tedd Wiggnin, John Mattiuzzi, Casey Follen, compositors; Lee Gingold, camera. Audio Sound Lounge, New York Tom Jucarone, partner/mixer/sound designer; Marshall Grupp, partner/sound designer; Mike Gullo, sr. producer. Music Supervision Sync and Swim, NY Chip Herter, music supervisor.
White Ribbon has launched its “My Friend, Max Hate” campaign in Canada featuring this public service film that follows the journey of a young, isolated boy who becomes influenced by a misogynistic online puppet, “Max Hate.” The PSA reveals how online figures in the manosphere--a network of online communities promoting hateful, misogynistic rhetoric which fuels attitudes among young men and boys that contribute to gender-based violence.
“It’s alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,” said Humberto Carolo, White Ribbon CEO. “These misogynistic online groups have existed for years, but their influence has grown under controversial figures, driving an increase in gender-based violence. With the My Friend, Max Hate campaign, our goal is to expose the damaging influence of misogynistic figures and raise awareness, particularly among young men who are often drawn into these toxic online communities.”
Launching two weeks before Safer Internet Day (February 11), the campaign--from Toronto agency Bensimon Byrne--underscores the importance of online safety and protecting youth through clear content boundaries.
White Ribbon is creating an online resource hub that educates individuals on how to recognize harmful online groups and provides support for young men and boys seeking to escape. Additionally, the campaign will launch a TikTok account, @max_hate_, featuring the PSA ‘My Friend, Max Hate’ puppet to expose how these figures gain influence and spread hate in a space that reaches those most influenced, young men.
The PSA was directed by Angie Bird via Toronto-based Westside Studio.
