In this :60 titled “Protect like a mother,” human moms are replaced with animal counterparts who fiercely yet caringly protect children from everything ranging from the rain to being bullied to a potential traffic accident at a crosswalk.
This is the launch film for a campaign from McCann New York for Lysol. The platform is called “What It Takes To Protect” and celebrates the protective strength of parents, and the ways in which germ-killing Lysol is also there to help protect.
Tom Routson of Framestore directed the :60.
Credits
Client Lysol Agency McCann New York Tom Murphy, Sean Bryan, co-chief creative officers; John Mescall, global executive creative director; Priti Kapoor, executive creative director; Erin Wendel, Lauren McCrindle, creative directors; Susan Young, copywriter; Daniel Colburn, copywriter; Jesse Yowell, art director; Nathy Aviram, chief production officer; Christine Lane, executive producer, innovation; Winslow Dennis, executive producer; Andrea Kaye, executive art producer; Matthew Arrow, sr. producer-innovation; Phoebe Chao, producer-innovation; Eric Johnson, executive music director; Dan Gross, music producer; Erica Yahr, executive strategy director; Sarah Watson, global strategy director; Amanda Shapiro, strategy director. Production & VFX Framestore Tom Routson, director. Editorial Cut+Run Jon Grover, editorial.
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
