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.
CreditsClient 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.
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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