Tag Archives: life

Tinder: Invention of Together

Production company Buck have worked with Tinder to create this adorable animation for the dating app. It’s a far cry from what I would expect from Tinder, but the “history of man and woman” concept works really well. It seems Tinder are trying to move away from being seen as a hookup app, and more about finding someone with a connection:

In this epic history of man and womankind’s eternal struggle to couple… and do other things, the good folks at Tinder let us get our art on to create a luscious world where people have wonderbutts… and the same face.

Will this animation help the apps reputation? I’m not so sure… but from a creative perspective it’s a fantastic narrative with strong connotations towards the evolution of man and woman both physically and emotionally. ‘Invention of Together’ shows how thousands of years ago choosing who you wanted to date or love wasn’t an option – the narrative explores forced marriages, religious and moral differences – but now with the freedom to date who we want, Tinder aims to make this even easier to build new connections. We see a nod to the struggles of having homophobic parents and the celebration of the legalisation of interracial marriage.

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I recommend looking at Buck’s development section on their website to see the process of the wonderful character design. Buck used physical sets with computer generated characters, which required a month of shooting and eight weeks of postproduction. They really committed to the idea of evolution of man and woman by making each of the characters from the same body: “One of the concepts that we had was that all of mankind is from the same place and I guess to make the characters feel like they were all one family. So if you watch, the caveman [bodies] are the same as the modern-day characters’ [bodies]”:

The film will be rolled out online globally, following its debut in South Korea in December 2017. You can also see some awesome BTS shoots here.

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OkCupid: DTF

Ad agency Wieden + Kennedy (New York) were commissioned by dating service OkCupid to create a new campaign. Online dating has created a whole new set of vocabulary for millenials, like “ghosting” (ignoring someone), “nudes” (sending unsolicited naked photos), “catfish” (creating fake profiles) and “DTF” (“down to f*ck”). Using these common problems that online daters experience, the concept focuses on trying to rid the stigma of “hookup sites” and the dehumanisation of modern dating.

OkCupid’s CMO Melissa Hobley said:

In the current political and social climate, we felt a responsibility and saw an opportunity to play a part in changing the conversation about dating culture and empowering each individual to reclaim the meaning of DTF and make it theirs.

With this as the aim of the campaign, W+K used the phrase “DTF” and turned it into “down to <insert activity or interest here>”, such as “DTFight over the president”, “DTFinish my novel” and “DTFoot the bill”:

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OkCupid’s change in approach towards online dating aims to achieve substance and depth through the app’s new features, as it recently rolled out OkCupid Discovery, which lets users search by passions and interests. Interestingly, one of these is adding a “Trump filter”, which directly correlates with this campaign’s brand voice, particularly with the political references in some of the ads (above).

The photography for the campaign was shot by artists Maurizio Cattelan and Pierpaolo Ferrari, the creators of Toilet Paper magazine. Cattelan and Ferrari have a unique and recognisable aesthetic, always creating work that is brightly coloured and resembles old-school fashion advertisements. I absolutely love what they have created.
The playful nature of the art direction focuses on the fun and romantic sides of dating, rather than the historically misogynistic and disposable aspects that “DTF” dating apps (like Tinder and Grindr) have adopted. Each colourful ad is illustrated with an image against a flat, bright-hued background, making every image seem like a work of art.

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The ads will initially be rolled out in New York subways, and will eventually be displayed all over the USA. This is actually OkCupid’s first ever ad campaign which includes bus wraps, coffee sleeves, OOH posters and digital posts. The tagline “dating deserves better” is part of OkCupid’s efforts to market the service as one that can help you find a relationship, not just a hookup.

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National Suicide Prevention Lifeline | Logic: 1-800-273-8255

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This creative mashup is a wonderful example of when music, film, advertising and a PSA come together to create a piece for such an important issue – suicide. The song was created in partnership with the federal government initiative and was named “1-800-273-8255” as the National Suicide Prevention Lifeline number. The song was written and produced by American rapper Logic, alongside producers 6ix, and features guest vocals from singer-songwriters Alessia Cara and Khalid. The song was performed in August last year at the MTV Video Music Awards and received a well deserved nomination for Song of the Year at the 60th Annual Grammy Awards. At the VMAs, Logic shared the stage with suicide attempt survivors and consequently the line received 5,041 calls following the emotional performance.

The song and video takes us through a narrative of a young man’s life feeling suicidal, considering suicide and eventually coming out on top as an older adult. The context itself explores a lot of issues that people of all ages, races and backgrounds have to face. I think it’s a very clever choice that the directors chose when casting the actors for the video, as suicide amongst young men is an epidemic of the 21st century. Additionally, there is a cultural representation explored as the main character comes from a family that racially, typically has traditions and values not associated with talking about emotions, sexuality and depression in men.
Although the video narrates serious themes, including racism, politics and Logic’s own biracial identity, ultimately, the song delivers a message of hope. I think this should be shown to young people in schools across the globe. It is incredible that someone in the music industry (who is nowhere near as popular as his other VMA performer counterparts) put so much time, effort and heart into a project. The results speak for themselves: on the day of the release, the lifeline received over 4,573 calls, and a 27% increase from the usual volume. Also, the NSPL website saw a monthly boost of 100,000 visits, from an average of 300,000 up to 400,000, in the two months after the song’s release. Google searches for the phone number doubled immediately after April, and they remain consistently 25% above the previous average today.

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Procter & Gamble: The Talk

Get the tissues out! This short film by BBDO (New York) was created for My Black is Beautiful, a group of visionary black women at P&G (created in 2006) to spark a broader dialogue about black beauty. The megaconglomerate owning almost every brand (apart from those owned by Unilever) showcases unique, and real stories with the aim of encouraging viewers to start a conversation on social media with the hashtag #TalkAboutBias.

“The Talk” narrates 6 stories of different generations of black families and the talk parents have to have with their children about discrimination. This is an ad for all countries, but the specific reference to police violence in the US is a very clear statement from P&G, and one that needs to be talked about. Although P&G have stated this is not a political statement, but a reflection of real life, some self righteous white people are claiming that it supports “cop-hate” – of course, making it about them rather than the issue at hand – racial bias.
Well, Dove, this is how it’s done! If a brand or an agency wants to talk about racism and discrimination, this is exactly how it should be communicated. The campaign doesn’t end there – a series of conversations about various aspects of racial bias continues on P&G’s “The Talk” website.

Damon Jones, P&G’s Director of Global Company Communications said:

Great advertising opens hearts and changes minds, but doesn’t have to stop there. We believe great advertising can inspire real, lasting change. That’s the aspiration behind ‘The Talk’. These real-life conversations about conscious and unconscious bias are too common in homes across the country and weigh heavily on parents and children of many different backgrounds. We take seriously the opportunity to spark dialogue on what we all can do to put an end to the harmful effects of bias, and motivate true change.

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Spotlight: Stephan Dybus

Stephan Dybus is a German artist based in Berlin whose watercolour paintings depict relationships, life, his career and experiences (mainly negative ones). Stephan’s work, at first glance, is not representative of the aesthetic trends and styles I tend to be interested in, but his context and narrative is so powerful and hilarious that it just works so well.

I want to transfer the essence of my inadequacy as an urban hipster/melancholic artistic into humorous illustrations. I want to quote from the world that I come from. I enjoy drawing my little funny miniature characters – they can do anything, they look stupid, they don’t care about it, unlike me, they are free.

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‘Aquarelle’ is the technique Stephan has adopted in his art, in which he paints with thin, transparent watercolours, after sketching out his ideas with pencil. The style Stephan has created looks almost juvenile, but it certainly visually translates his thoughts – it’s almost like the drawing equivalent to quickly jotting down thoughts in a diary or journal.

The stories are so deadpan, exploring failure and relatable experiences life throws at us, and translating this through sketchy, painted characters. Stephan states that he gains inspiration for pieces at any time, particularly during conversations, which adds to the instantaneous, unusual context of his characters’ stories.

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Stephan has also explored recreating his art in 3D and through ‘low poly art’/paper craft:

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Period Equity: Periods Are Not a Luxury

Just like here in the UK, 36 states in the US still collect sales tax on tampons and sanitary towels. In June 2017, the federal Senate in Australia voted down a motion by the greens to remove the GST from all female sanitary products, a tax which does not apply to condoms or lubricant. Absurd right?! So, ad agency J.Walter Thompson and The Sweet Shop created an absurd product to go with this tax law, along with a tongue-in-cheek campaign for Period Equity.
Along with the help of actress/model Amber Rose’s sultry voice, they point out that 36 US states have failed to classify menstrual products as a necessity, therefore taxing them as a luxury… just like a diamond necklace! The campaign actually launched at Amber Rose’s OPENed Women’s Conference and annual SlutWalk on September 30th in LA.

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This isn’t the first time I have blogged about Period Equity – the redesign by Pentagram’s Paula Scher caught my eye earlier this year.
Most people are not aware that the tax targets half of the US population, and I definitely think this issue should be raised (again) in the Houses of Parliament here too. What a fantastic campaign.

Jennifer Weiss-Wolf, co-founder of Period Equity said:

We were thrilled to collaborate on this project with JWT and Amber Rose. There’s a long road ahead in the fight for safe and accessible menstrual products for all, as well as instigating open, shame-free conversation around periods. This campaign, coupled with Amber’s unflinchingly strong voice on gender issues, is a smart approach to drumming up much needed discourse around menstrual equity, and calling for systemic change as well.

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Trans* Ban: Not a Burden

There seems to be running theme with the illustrations I am creating. It’s impossible to ignore the garbage that comes out of Donald Trump’s mouth, and it’s certainly impossible to ignore messages of hate, including transphobia.
In August, Trump’s directive issued a military policy that would prohibit transgender people from joining all branches of the armed forces and ban military healthcare plans from funding sex-reassignment surgeries. Trump has decided to discredit American heroes based on their gender identity by directing the military not to move forward with an Obama-era plan (from 2016). The plan allowed transgender individuals to be recruited into the armed forces, along with a ban of the Department of Defense from using its resources to provide medical treatment mentioned above.

Once more, many trans* heroes will be left in limbo in so many different ways – mentally, socially, financially and emotionally. Trump’s decision pours salt an already transphobic wound that a large part of the world is desperately trying to heal.
This illustration questions what exactly is the difference between a cis-soldier and a trans-soldier? Nothing.

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Spotlight: Patrick Sluiter

Motion and 3D Designer Patrick Sluiter has a unique style to say the least. Patrick has designed fantastic work like ‘Strangers’, personal projects and my favourite ‘Stills’ in which he has created an ongoing series based on daily passing thoughts:

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His characters are smooth and almost melancholy which are all carefully created in Cinema 4D, a programme which he has shockingly only been using for 2 years. Patrick cites inspiration in the work of other artists such as Geoff McFetridge, Alexy Préfontaine, Mike Lee, Charlie Harper, Guy Billout, Thomas Hedger, Xavier Cardona and Liron Ashkenazi Eldar.
It’s not just the form of the characters that make his unique style – Patrick’s colour scheme consists of dull, flat colour combinations that go perfectly with the overall aesthetic. Love, love, love his work.

All the animations grew from an idea of a lucid dream that seemed tangible, but would have a sense of abstraction. Some were more ‘out there’ than others but my favourite was a couple that have an outlet and plug prong for faces. There’s a clearly sexual undertone, but the goal was to show compatibility and the subtle motions you use to communicate to your significant other.

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The Atlantic: Michael K. Williams Asks “Am I Typecast?”

Weiden + Kennedy (New York) have created an incredible short film for The Atlantic magazine featuring actor Michael K. Williams, who questions if he is being typecast in Hollywood. This is an incredibly poignant topic, and it was performed in this ad so poetically, discussing issues such as race relations and the US election.

Following The Atlantic’s tagline “Question Your Answers”, the short film conveys four different versions of Michael interrogating each other about whether he can escape being typecast. It’s a topic one would assume shouldn’t be an issue in 2017, but it is and always has been.

David Shane (Director) said:

This was such a nice opportunity for Michael to un-typecast himself because, in one piece, he gets to show his dry comedic timing, his raw menace and the depth of emotion he’s able to access. This is a deceptively simple looking piece – the degree of difficulty for him was so much greater than it looks. He had a lot of balls in the air.

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Meet Julia: Sesame Street’s First Autistic Character

Sesame Street is incredibly nostalgic for me – I used to watch it every lunch time with my mother whilst eating shepherds pie after a morning at pre-school. Random. Anyway, Sesame Street is a truly iconic American show that seems as immortal and recognisable as The Simpsons. The difference between this and other kids shows is that Sesame Street was created (in 1969) as an experiment with the intention of finding out whether television could be used to educate young children. We now know how influential both TV shows and adverts can be on children. Since, they’ve written story lines ranging from basic learning skills to race issues and even coping with death.
On April 10th, “Sesame Street” aired the special episode “Meet Julia” on HBO to introduce viewers to their newest character. Julia was created as part of the ‘Sesame Workshop’ (the non-profit educational organisation behind Sesame Street), alongside their autism initiative, Sesame Street and Autism: See Amazing in All Children’For years, Sesame Street received requests from parents to feature storylines surrounding autism, so Stacey Gordon (plays ‘Julia’, below) and Christine Ferraro (the writer of the “Meet Julia” episode) who both have close family relationships helped bring this character to life. Stacey was uniquely placed to take on the job as her son has autism: “Had my son’s friends been exposed to his behaviours through something they had seen on TV before they experienced them in the classroom, they might not have been frightened. They might not have been worried when he cried. They would have known that he plays in a different way and that that’s OK.”

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A common concern amongst parents of autistic children is how their peers will understand, communicate with them and treat them. As autism has such a broad spectrum, the team wanted to ensure that Julia was represented based on extensive research into common traits of kids with learning difficulties.

Bringing Julia to life as a Sesame Street Muppet is the centrepiece of all of our new materials to support families of children with autism. The response from the autism community to See Amazing in all Children has been extraordinary, and we are committed to continuing our efforts to promote understanding and acceptance of autism, as part of our mission of helping all children grow smarter, stronger, and kinder – Sherrie Westin, EVP of Global Impact and Philanthropy, Sesame Workshop

Although the team were cautious regarding the representation of such a broad learning difficulty in just one character, writer Christine wants Julia to exist as herself, rather than be known as “the autistic one”. Aside from this, the main aim is to teach viewers about inclusion, understanding and patience. I don’t know if it’s the childhood personal tie I have with Sesame Street, but watching the intro video above actually made me quite emotional – the way in which Julia is represented is so endearing and gentle, with Big Bird patiently trying to understand all the facts about her learning difficulty. Scenes include Julia meeting new people, the relation between autism and eye contact, common physical reactions like “flapping”, becoming overwhelmed when she hears sirens and the heartwarming scene where they all join in on Julia’s version of ‘tag’.

The most important part of this well-written storyline is how they have steered away from Julia’s differences being the source of confusion or fear, and instead created the narrative to focus on the rest of the muppets enjoying their relationships and having fun. Whilst parts of Julia’s behaviour were clearly explained to Big Bird and the viewers, the main focus was on integrating Julia into the group, like all the other muppets. My heart has melted!
It just goes to show that whilst TV can be a very scary place for easily influenced children, creatives and marketers can use their platform to educate in a way that has never been done before.

 

P.S. take a look at the comments on the YouTube video – lots of users have praised the creation of Julia as something they wish they could have seen on TV as children.
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