AARP, Ad Council, Director Conor Byrne, adam&eveDDB NY Bring Monster Out of the Closet For "Pretirement"
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Robert Goldrich694 views
The mere thought of retirement and preparing for the future is scary. It’s like a monster in the closet.
It will keep getting scarier if nothing is done about it; but, if people start planning now for the future, that metaphorical monster might turn out to be kind of a sweetheart.
For AARP and the Ad Council, adam&eveDDB New York brought that notion to life in “Fear No More.” Its empowering message is meant to launch a new piece of terminology for AARP, called “Pretirement.” Pretirement is the time before retirement when people still have time to prepare.
AARP’s latest online tools are designed to help people put aside their fear of retirement and take charge of their future.
“Fear No More” was directed by Conor Byrne via production house m ss ng p eces. He shared, “This project has been a rare beast: clever, cinematic, and with a smart message at its core. From the moment the amazing team at adam&eveDDB sent the board to me, I was hugely inspired. Immediately, furry visions of Labyrinth, Where The Wild Things Are, and even Harry & The Hendersons danced merrily in my head. With the help of m ss ng p eces and my trusty producer/brother/’broducer’ Tyler (Byrne), we assembled a dream team to execute it, including director of photography Sean Porter, production designer Kay Lee, and editor Craig Deardorff. But the real magic was conjured when the geniuses/visionaries/wizards at Legacy Effects came on board to build the creature; they brought a mind-melting level of craft to every single detail, from nose to tail to eyeball-phone. I’m tremendously proud that we’ve created a creature (and a little movie) that feels equal parts soulful, scary, and sweet.”
Client AARP and Ad Council Agency adam&eveDDB NY Richard Brim, chief creative officer; Amanda Peters, head of strategy; Mat Bisher, group executive creative director; Paulo Junger, Jason Ashlock, executive creative directors; Jeff Anderson, creative director; Din Terpuni, art director; Alec Samuelson, copywriter; Teri Altman, executive director, production; Bree Hopenwasser, sr. producer; Chris Lane, associate producer. Production m ss ng p eces Conor Byrne, director; Ari Kuschnir, managing partner/founder; Kate Oppenheim, Brian Latt, managing partners; Dave Saltzman, exec producer/partner; Edward Grann, exec producer; Rebecca Davis, director of production; Sean Porter, DP; Tyler Byrne, producer. Editorial Cosmo Street Craig Deardorff, editor; Jasmine Henry, producer; Anne Lai, Luiza Naritomi, heads of production. Post/VFX The Mill Camila De Biaggi, exec producer; Sally Wnek, producer; John Leonti, VFX supervisor; Elodie Eichter, colorist; Tom McCullough, creative director, sr. Flame artist. Audio Heard City Phil Loeb, partner/audio engineer; Gloria Pitagorsky, managing director/partner; Nick Buvarny, producer. Music APM Deborah Fisher, director, advertising. Creature Creation Legacy Effects Alan Scott, co-founder, owner.