One Love Foundation Fernsehen und Film 10 Warning Signs of an Unhealthy Relationship [film] MAL\FOR GOOD LOS ANGELES, Framestore

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10 Warning Signs of an Unhealthy Relationship [film]

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Branche Öffentliche Mitteilungen (soziale Werbung)
Medien Fernsehen und Film
Markt Vereinigtes Königreich, Vereinigte Staaten
Executive Creative Director Xanthe Wells
Creative Director Kristina Krkljus, Meredith Karr
Art Director Kristina Krkljus
Copywriter Meredith Karr
Creative Agency Framestore
Produktionsagentur Tool Of North America
Director Bethan Thomas
Veröffentlicht September 2017


Lions Communication 2018
Film Lions Online > Not-for-profit / Charity Silver Lion

Kredite und Beschreibung

Client: One Love
Production Comhany: Tool of North America
Managing Director James Razzall
Director of Production Bethan Thomas
Flame Lead Humberto Reynaga
Design Director Anthony Gibbs
AFX Artist David Quiray, Will Golladay
Senior Colour Producer Andrew McClintock
Senior Colourist Beau Leon
Senior VFX Producers Morgan MacCuish, James Alexander, Bomyee Hwang
MAL\FOR GOOD Los Angeles, USA Entrant Company
MAL\FOR GOOD Los Angeles, USA Idea Creation
TOOL Los Angeles, USA Production
Cabin Editing Company Santa Monica, USA Additional Company
BEACON STREET STUDIOS Los Angeles, USA Additional Company
FRAMESTORE Los Angeles, USA Additional Company
Duncan Milner MAL\FOR GOOD Global Creative President
Xanthe Wells MAL\FOR GOOD Executive Creative Director
Kristina Krkljus MAL\FOR GOOD Creative Director & Art Director
Meredith Karr MAL\FOR GOOD Creative Director & Writer
Jennifer Golub MAL\FOR GOOD Lead Producer
Kimber Bowman Media Arts Lab Lead Planner
Salam Darwaza MAL\FOR GOOD Group Account Director
Chris Hsu MAL\FOR GOOD Management Supervisor
Cris Hanks MAL\FOR GOOD Assistant Account Executive
Framestore Partners with Nonprofit 'One Love'
Helps Craft New Campaign ‘10 Warning Signs of an Unhealthy Relationship’
Spotting the signs of relationship abuse isn’t always easy. In fact, it’s the insidious nature of relationship abuse that is often the most dangerous.
That’s why One Love worked with creative studio Framestore to visualize their new campaign, ‘Behind The Post’, to help people recognize the warning signs of unhealthy relationships often hidden in plain sight.
The campaign includes a seven minute film directed by Rachel Macdonald from Tool of North America; a five minute film; two :30s; and an extended social campaign that includes ten videos for each warning sign with #behindthepost.
Framestore’s Design Studio created 3D text designs for signs such as ‘Jealousy’, ‘Guilting’ and ‘Isolation’, and overlaid them into the environments of the scenarios within the films. The longer form videos also included user-interface designs from Framestore to juxtapose the couple’s previously smitten text messages and social media posts, which only masked the underlying issues.
For Framestore’s Design Director Anthony Gibbs, the challenge came in balancing the subject matter and designs with sensitivity. ‘We didn’t want to distract from the subject matter’, says Gibbs. ‘Instead we worked to find an elegant way to incorporate the titles and the UI, without adding too many effects. It was important they sat naturally in the environments, to beautifully and subtly complement the nicely shot plates.’
Framestore's Design Studio grafted text overlays to visualize the ten warning signs including 'Jealousy'.
Framestore utilized the Element 3D Video Copilot plugin from After Effects to create the 3D text whilst lighting, rendering and compositing at the same time. Texture patterns were mapped onto the 3D, which was then kerned. The fluid process allowed Framestore to get the perfect kerning for the type and roll the content into lighting and rendering most efficiently. Foundry’s Nuke software was used to track the text within the live-action shots.
The key was to create something modern, elegant and familiar, without feeling generic. Framestore’s Design team needed to communicate the idea of social media comments as validation of protagonist Zoe’s relationship. The animation of the comments was tuned to be subtle and complementary, whilst the animation of the UI feed was intended to feel human and natural, as Zoe scrolls through the memories covering the cracks in her relationship.
User interface designs based on social media and text messaging were integral to showing #behindthepost.
The ‘Behind The Post’ introductory video launches online with the 10 individual vignettes across One Love’s social channels. One Love is taking the campaign to high schools and colleges to be included in their curriculum along with a ‘Behind The Post’ discussion guide. The seven minute educational film will be also be available for access on the campaign.
Entry Summary
The statistics on relationship abuse are staggering. One in three women, and one in four men will experience relationship abuse in his or her lifetimes, and this abuse is often experienced for the first time by young adults, ages 18 to 24. The same young adults who spend more time on social media than any other demographic. In an age so deeply rooted in social media, it has become easier than ever to keep these abusive relationships hidden behind seemingly picture-perfect posts validated by friends’ likes and comments.

Brief Explanation
We created a short film featuring a couple in a progressively worsening relationship and the role social media played in their partnership. Within the film, we subtly infused all 10 warning signs of an unhealthy relationship: Belittling, intensity, jealousy, isolation, deflecting responsibility, sabotage, guilting, manipulation, betrayal and volatility. We then extracted 10 Instagram films dedicated to the warning signs. Each one was posted as a deceptively loving moment but, when people clicked the beautiful image to watch the video, they were met with the ugly truth behind the post.