Cannes Lions

"Kite"

FCB HEALTH, New York / ALLERGAN / 2016

Film
Film
Demo Film
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Overview

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Credits

Overview

Description

By using a horizontal for vertical stop motion technique, we show how various “known” recommendations for IBS-C and CIC-C conditions don’t work. A man holds up a wheat stalk which morphs into a woman bicycling, which transitions to a man in a laxative aisle which morphs into a woman with a boomerang circling her which transitions into the logo and the product information and mechanism of action of Linzess. They are frustrated and want to hear new news about how to treat their conditions. After that we open up a whole new world of dynamic action and comfort concentrating on one of the sufferers from the beginning. She is hiking in the woods, swimming and having a picnic with a pal and a kite wipes the screen to reveal the logo and a plane carrying a sign that says proactively.

Execution

The technique used is a stop-motion technique that uses horizontal for vertical. Everything is laid upon the ground. Sets and talent. All footage is shot from above. Each image represents about 15 individual frames of animation. Because we are not limited by gravity, there are many possibilities and also challenges. Every action must be charted in a shooting board that details when items enter and exit frame, where and when they have movement and their subsequent frame duration. Each department, including production design, wardrobe, art direction, can calculate how many replacement elements are needed to create transitions or movements. Recording dialogue was a challenge, because the talent was flat on his and her back. Subsequent mix sessions took this into account as the voice generally comes from the diaphragm. Not in this case!

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