Dante Ariola of MJZ directed this spot which is part of the “I”MPERFECT” campaign from agency Translation which celebrates the diversity of people and pushes back against the “one size fits all” mindset.
Tying into all this is American Eagle Outfitters’ “democratization of denim,” offering 22 fits, 81 washes and 84 sizes–representing some 1,500-plus options–to fit any person and personality. This :60 shows people of all kinds coming together. (“Portraits” was shot during a four-day shoot on location in the Mojave Desert.) They join to form a message which is revealed in an aerial shot. Like all elements of the campaign (print, posters, digital banners, this spot is anchored by the tagline, “My Imperfections Make the Perfect Me,” as well as the “I’MPERFECT” brand mantra.
Credits
Client American Eagle Outfitters Agency Translation John Norman, chief creative officer; Jay Berry, Marc d’Avignon, executive creative directors; Betsy Decker, creative director, copywriter; Ben Carter, creative director/art director; Miriam Franklin, director of content production; Liz Graves, producer; Nick Pacelli, music supervisor. Production MJZ Dante Ariola, director; Greig Fraser, DP; Scott Howard, exec producer; Natalie Hill, line producer. Editorial NO6 Andrea MacArthur, editor; Kyle Whitmore, assistant editor; Crissy DeSimone, post exec producer; Kendra Desai, post producer. Visual Effects The Mill LA Chris “Badger” Knight, VFX artist; Jo Arghiris, VFX exec producer; Leighton Greer, VFX producer. Audio Post Eleven Jeff Payne, mixer; Suzanne Hollingshead, exec producer; Dawn Redmann, producer. Music “Feeling Good” Remake Composed and Arranged by Ariel R. A Heavy Duty Music /Mad Decent Production; Josh Kessler, exec producer; Daniel Nigro, 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
