In this :60 titled “Protect like a mother,” human moms are replaced with animal counterparts who fiercely yet caringly protect children from everything ranging from the rain to being bullied to a potential traffic accident at a crosswalk.
This is the launch film for a campaign from McCann New York for Lysol. The platform is called “What It Takes To Protect” and celebrates the protective strength of parents, and the ways in which germ-killing Lysol is also there to help protect.
Tom Routson of Framestore directed the :60.
CreditsClient Lysol Agency McCann New York Tom Murphy, Sean Bryan, co-chief creative officers; John Mescall, global executive creative director; Priti Kapoor, executive creative director; Erin Wendel, Lauren McCrindle, creative directors; Susan Young, copywriter; Daniel Colburn, copywriter; Jesse Yowell, art director; Nathy Aviram, chief production officer; Christine Lane, executive producer, innovation; Winslow Dennis, executive producer; Andrea Kaye, executive art producer; Matthew Arrow, sr. producer-innovation; Phoebe Chao, producer-innovation; Eric Johnson, executive music director; Dan Gross, music producer; Erica Yahr, executive strategy director; Sarah Watson, global strategy director; Amanda Shapiro, strategy director. Production & VFX Framestore Tom Routson, director. Editorial Cut+Run Jon Grover, editorial.
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More