This brand film for Lacoste out of agency BETC Paris features a couple whose relationship has hit a rough patch. They are arguing and on the verge of breaking up. Words that can’t be taken back are said and a metaphoric gap is created between the man and the woman. As their apartment and the entire multi-story building housing it collapses and crumbles into pieces around them, they suddenly realize that they have gone too far, and they take a brave leap back towards each other. The scene is intensified by the spectacular stunts and decor, in a powerful illustration of their desperate fight to not give up on one another and their values.
“L’Hymne à l’amour” sung by Edith Piaf reinforces the incredible intensity and emotion of this “Crocodile Inside” film, which was directed by French collective Megaforce via production house Iconoclast. Time Based Arts, London, served as visual effects house.
CreditsClient Lacoste Agency BETC Paris Bertille Toledano, Gaëlle Gicqueau , Fanny Buisseret, management; Rémi Babinet, executive creative director; Aurélie Scalabre, creative director/art director; Olivier Aumard, creative director/copywriter; Damien Bellon, creative director; Jessica Fecteau, assistant art director; Christophe Caurret, music creative director; Philippe Martin-Davies, strategic planner; Fabrice Brovelli, Karim Naceur, Slim Trabelsi, internal production. Production Iconoclast Megaforce, directors; Charlotte Marmion, producer. Sound Production Iconoclast Publishing Music “L’Hymne à l’amour,” Edith Piaf. Visual Effects/Animation Time Based Arts, London Francois Roisin, creative director; Josh Robinson, VFX producer; Federico Vanone, VFX supervisor; Lewis Crossfield, colorist; Thiago Dantas, lead Flame; Shel Gardner, Leo Weston, Adam Paterson, Jamie Crofts, Stephen Grasso, David Birkill, Matt Jackson, Flame artists; Bernardo Varela, Grant White, Leandro Vazquez, Manolo Perez, Matt Shires, Will Robinson, Paul Sullivan, Nuke artists; Mike Battcock, Federico Vanone, lead 3D; Sam Osbourne, Ben Cantor, David Loh, Fabrice Le Nezet, Federico Vanone, Gareth Bell, James Mann, James Spillman, Matt Evans, Stephen Murphy, Tom Di Stasio, Walter How, Zoe Sottiaux, Jiyoung Lee, 3D. (Toolbox: Flame, Nuke Maya, Houdini, Resolve) Actors Oulaya Amamra, Kevin Azais.
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More