The Me Too movement, created by Tarana Burke in 2006 to support survivors and end sexual violence, has released four PSAs in partnership with creative agency Deutsch. Through the message “We hear you. We see you. We believe you.,” the PSAs aim to rally survivors and supporters together in the fight to end sexual violence through testimonies from Terry Crews, Emily Waters, Daniela Contreras, and an anonymous survivor.
The latter is our ScreenWork selection, the story brought to life through animation that illustrates the emotional journey from pain to healing to ultimately finding a purpose.
Different production houses contributed to the campaign. We Are Royale served as the animation studio on the anonymous survivor PSA, narrated by the real-life protagonist.
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Credits
Client Girls for Gender Equity/Me Too PSA Tarana Burke, founder/chief strategist Agency Deutsch Pete Favat, chief creative officer, North America; Jorge Calleja, EVP, executive creative director, art director; Adhemas Batista, EVP, head of design; Carmen Love, creative director; Chelsea Curry, copywriter; Katie Dittman, art director; Mary Ellen Duggan, SVP, executive producer; Jesse Pugh Ferguson, sr. integrated producer. Visual Effects & Animation We Are Royale, Los Angeles Heather-Lynn Aquino, director, art director, exec producer; Brien Holman, executive creative director, partner; Jayson Whitmore, executive director, brand partnerships; Jen Lucero, manging director, partner; Juliet Park, sr. art director; Rhys Demery, exec producer; Eric Zapakin, head of production; Juliet Park, Heather-Lynn Aquino, Yoyo Wang, Eleena Bakrie, Arthur Metcalf, Matty Deans, design team; Hyungsoon Joo, Matty Deans, Arthur Metcalf, Zak Tietjen, animation team. (Toolbox: Adobe Animate, Illustrator, After Effects, Photoshop) Music duotone audio group David Leinheardt, managing director; Ross Hopman, exec producer; Gio Lobato, producer. Sound duotone audio post Juan Aboites, Andy Green, sound designer; Greg Tiefenbrun, exec producer, audio post. Musicology Dan Dixon
This holiday season banking/financial services company Erste Group and ad agency Jung von Matt DONAU, Vienna, present “Carry the light,” a tender reimagining of a journey that shaped history, told through the eyes of the animal who carried it forward. Directed by Daniel&Szymon of Arts & Sciences, the film follows a humble donkey’s quiet path from burden to purpose, echoing a universal longing to be seen, valued, and believed in.
Echoing Erste Group’s ongoing #glaubandich (“believe in yourself”) brand platform, the story explores how small acts of kindness and faith can inspire transformation. As the donkey carries Mary and Joseph toward Bethlehem, his awakening becomes a metaphor. “Erste’s 2025 Christmas campaign reminds us that hope and gentleness often come from the smallest among us. It’s a story about compassion, determination, and the idea that each of us carries something meaningful to give. In a world like ours, it’s more important than ever to inspire people—to show respect, offer support, and encourage everyone to believe in their own strength,” says Nina Pentek, responsible for the production at Erste Group. “We also want to remind people that no matter how things may seem, they can always find a light within themselves—and that light can make all the difference!”
Mike Nagy, managing director and executive creative director at Jung von Matt DONAU, added, “This is a small story with a big heart. It was important for us to tell the #believeinyourself message in a festive, emotional context — while standing apart from typical seasonal advertising.”
Shot in the breathtaking Atlas Mountains of Morocco by cinematographer Barry Ackroyd, ASC (The Hurt Locker, Detroit, A House of Dynamite), the... Read More
