The Best Work You May Never See: Director David Shane, W+K Present A Reflective Santa For NAMI


Robert Goldrich
Thursday, Dec. 19, 2019


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Directed by David Shane of O Positive and conceived by Wieden+Kennedy New York for the National Alliance on Mental Illness (NAMI), this short film titled “Naughty or...” depicts Santa Claus coming to terms with outdated notions of “naughty.” He acknowledges that the old ways of dealing with our kids’ behavior problems no longer reflect the troubling issues they face daily — “the news, the lockdown drills, the internet.” Santa poses the idea that there are many other possibilities to consider other than the “naughty or nice” Xmas standby, including “nervous or nice,” “hurting or nice,” and “uncomfortable in my own skin or nice.” For kids who are struggling, “naughty or nice” is not a sophisticated enough evaluation. 
“The holidays were always stressful in my house with extended family visiting and noticing how much the kids had grown and changed,” said Katrina Gay, national director of strategic partnerships at NAMI. “There is more intense pressure than ever on our kids to be successful and an expectation that they behave a certain way. But many young people suffer from mental health vulnerabilities. So, instead of making a snap judgment to label their actions as bad behavior, this film encourages all of us to be more compassionate and look a little deeper.” 

The short will run on NAMI’s YouTube channel.


Client National Alliance on Mental Illness (NAMI) Agency Wieden+Kennedy (W+K) New York Karl Lieberman, executive creative director; Jaclyn Crowley, Sean McLaughlin, creative directors; Katie D’Agostine, copywriter; Hope Jordan, art director; Nick Setounski, head of integrated production; Jordan Leinen, producer; Jill Kearton, studio manager; Brian Ritter, brand strategist; Leah Greene, social strategist. Production O Positive David Shane, director; Marc Grill, Ralph Laucella, exec producers; Ken Licata, 1st assistant director; Dan Ouellette, production designer; Berenice Eveno, DP. Editorial Arcade Edit Geoff Hounsell, editor; Arlene Perez, post producer (NY); Sarah Schachte, post producer (LA); Sila Soyer, exec producer; Chris Angel, editorial assistant (NY); Luke Mcintosh, editorial assistant (LA). VFX The Mill Antoine Douadi, shoot supervisor; Anne Trotman, lead compositor; Tara Holland, compositor; Gillian George, matte painter; Colin Blaney, VFX production supervisor; Clairellen Wallin, VFX sr. producer; Andrew Gilson, VFX producer; Katharine Mulderry, VFX production coordinator; Fergus McCall, colorist. Audio Post Sound Lounge Tom Jucarone, mixer; Becca Falbourn, Alicia Rodgers, exec producers. Sound Design Henryboy Bill Chesley, sound designer; Kate Gibson, producer.

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