Swizz Beatz, Jadakiss and Styles P. are featured in this colon cancer prevention PSA targeting African-American men, a group who’s at an extremely high risk for the disease due to genetics, the stigma and lack of healthcare coverage.
As it relates to colon cancer specifically, African Americans continue to have the highest incidence, highest mortality, and lowest survival among any other racial group.
TRONIC (aka Antonio McDonald) directed and executive produced the spot through his African-American owned, full-service production studio KUAMP (Keep Up And Make Progress).
TRONIC turned out the spot–part of the “Keep Joy Alive” campaign–for client FCancer out of agency Giant Spoon.
The spot is currently appearing on screens at various baseball stadiums, including for such teams as the Yankees, Red Sox, White Sox, and Angels. Additionally, with the NFL season just underway, the PSA is being featured on stadium screens for the Chicago Bears, Washington Redskins, Oakland Raiders and Pittsburgh Steelers.
CreditsClient FCancer Agency Giant Spoon Joe Foteringham, Daniel Macena @ DANM, creative directors. Production KUAMP TRONIC, director; Antonio McDonald, exec producer; Shelley Cheung, producer; Berenice Eveno, DP. Editorial Paul Ewen, editor. GFX Imaginary Forces Grant Lau, GFX. Audio John Terrelle Color Nice Shoes Sal Malfitano, colorist.
FOUR PAWS Teams With Catsnake, Animation Studio Bewilder To “Be Their Voice”
Global animal welfare organization FOUR PAWS has launched the “Be Their Voice” campaign. Partnering with specialist creative agency Catsnake and South African production and animation company Bewilder, the campaign sheds light on a cruel practice called live lamb cutting. The film aims to raise awareness and inspire international action, urging fashion brands and policymakers to ban this inhumane practice by 2030.
The stop-motion “Be Their Voice” film follows a PhD student, Jesse, as he tries to perfect his sheep translation software with the help of a young sheep called Sunny. The initially heartwarming story takes an unsettling turn as Sunny discovers what is soon to happen to her on the farm.
Catsnake felt that the best way to capture the true horror of live lamb cutting was to focus on storytelling that would engage the audience emotionally. Catsnake creative director Rowena Wyles said, “A lot of animal rights campaigns rely on sharing shocking visuals of cruelty, but we know that tends to stop a wider audience from engaging with the issue. Instead, we wanted to draw people in with humor and heart before delivering the shocking truth of the practice.”
Working collaboratively with Bewilder, the film was brought to life with a mixed-media approach; recreating the look and feel of stop-motion with the flexibility of 3D animation. The sets, props and lighting were all made in Bewilder’s in-house studio, and the 3D characters were placed in afterwards.
Ruan Vermeulen, creative director at Bewilder, explained the process: “We built a ‘realistic’ miniature farm setting with stylized and lovable CGI characters. Combining a vast range of skill sets, with a multitalented creative team, our goal was to create an animation... Read More