This two-minute online video–from which a :60 for national TV has been culled–depicts how a group of bar customers choose to spend their last moments when civilization crumbles around them. As the impending doom worsens outside in a most cinematic way, the party crowd brings the “Tomorrow is Overrated” campaign message to life by doubling down on their music, dancing and drinking.
Ringan Ledwidge of Rattling Stick directed “Last Days” for CP+B LA.
“This campaign bluntly points out that whatever awaits us tomorrow might not be that great of a reason to miss out the fun you could be having tonight,” said Kevin Jones, chief creative officer, CP+B.
Credits
Client Jose Cuervo Agency CP+B LA Kevin Jones, chief creative officer; Paddy Fraser, creative director; Jeff Dryer, associate creative director/art director; Andrew Jasperson, associate creative director/copywriter; Aymi Beltramo, VP/executive integrated producer; Jennifer Malki, integrated producer; Andy Hamm, music supervisor; Benny Thomas, executive strategy director; Melissa Cabral, associate creative director. Production Rattling Stick Ringan Ledwidge, director; Adam Arkapaw, DP; Greg Haggart, line producer; Joe Biggins, Jeff Shupe, exec producers; Richard McIntosh, head of production. Editorial Work Editorial, Culver City, Calif. Rick Orrick, editor; Ben Foushee, assistant editor; Brandee Probasco, editorial producer; Marlo Bird, editorial exec producer. Post/VFX Electric Theatre Collective (ETC), Santa Monica, Calif. Louisa Cartwright, post sr. producer; Therese Mayer, post line producer; Daniel Marum, post creative director/TD; James Sindle, Remi Dessinges, Tommy Smith, shoot supervisors; Jamie O’Hara, Mark Sullivan, post concept/DMPs; Tommy Smith, 2D lead; Adam Watson, Fefo De Souza, Gretchen Capatan, Flame artists; Kevin Jones, Dave Damant, Brendan Smith, Joseph Zaki, Krystal Chinn, Nuke artists; Remi Dessignes, Corinee DeOrsay, CG leads; Steve Beck, Nate Lapinski, Arrev Chantikian, Katie Schiffer, Jared Broddle, Huisoo Lee, Ali Rizvi, Charlie Deogracias, CG team. Audio Mix Lime Studios, Santa Monica Mark Meyuhas, audio engineer; Peter Lapinski, audio assistant engineer. Music Beacon Street Studios, Venice, Calif. Telecine Company 3, NY Tom Poole, colorist; Claire Movshon, telecine producer.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
