This animated 3D short film is the centerpiece of an initiative from Proximity Barcelona for client Audi Spain that’s designed to help combat gender stereotyping which separates girls in pink from boys in blue.
Directed by Jordi Garcia via Barcelona-based animation studio Post23, the short introduces us to a doll in a toy store who breaks away from the pink side of the aisle to do what boys do–drive an Audi A8 automobile for the first time. The story is a metaphor for the gender stereotyping that still exists in the driving world, which starts in childhood with the mistaken belief that toy cars are only for boys.
Credits
Client Audi Spain Agency Proximity Barcelona Eva Santos, general creative director; Carles Alcon, creative director; Neus Gimenez, Laura Cuni, Edu Escudero, copywriters; Rodrigo Chaparreiro, Ivan Aguado, David Casado, art directors; Patricia Urgoiti, strategic planner; Lluis Garcia, digital producer; Merce Fernandez, director of production; Diana Asenjo, audiovisual producer. Animation Studio Post23, Barcelona Jordi Garcia, director; Bor Arroyo, art director.
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
