Ad agency Signal Theory collaborated with creative studio SixTwentySix and director/editor Evan Bourque on a campaign for the American Pecan Promotion Board. Together, they crafted three spots designed to reach target audiences across generations. Each spot features a touch of humor to engage viewers, from a dad’s bond with nature in “Squirrel Bro” to a Gen-Z teaching moment in “Proper Granny” and a shopper’s fantastical dream in “The Other Half.”
In this “Squirrel Bro” spot, a father is enjoying his pecans while wondering why a squirrel he observes is hiding the treats. We then see a parallel between squirrel and dad when his daughter comes home, prompting him to put his pecans out of plain view.
Credits
Client American Pecan Promotion Board Agency Signal Theory Joe Wilper, creative director; Nick Kinney, associate creative director; Brent Davidson, group creative director; John January, co-CEO; Lauren Langfitt, executive producer. Creative Studio SixTwentySix Evan Bourque, director/editor; Austin Barbera, partner/exec producer; Jake Krask, partner/managing director; Jonny Edwards, head of production/exec producer; Cole Sanchez, line producer. Joaquin Villalobos, post producer. Audio Evolution Audio John Blank, audio engineer.
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
