Created by VML Atlanta, the play addresses how everyday actions can have a profound impact on children’s lives.
Shell has unveiled a new campaign, “The Giving Pump,” encouraging consumers to “fill up for a good cause” by announcing that proceeds from select stations will go to charities that help children. The campaign will span more than 7,500 Shell gas stations. Created by VML Atlanta and produced by Final Frontier and Dirty Work, the mixed media film explores how everyday actions can have a profound impact on children’s lives.
“Our challenge was to explain the mechanics of the campaign and visually express Shell’s initiative in which consumer participation can directly transform the lives of many children,” comment Gustavo Leal and Faga Melo, directors at Dirty Work.
The team sought to create an exciting story that would appeal to both adults and children, while still maintaining the playful and imaginative spirit of childhood. “We created a world where toys come to life in a child’s room – a child who has the opportunity to play thanks to Shell’s initiative. This atmosphere was key to engaging viewers and, at the same time, ensuring that the campaign’s message was clear,” Faga and Gustavo added.
The film features a mix of styles, including stop motion, live action and 3D, as well as 3D model printing, CGI and 2D animation. To reproduce the camera movements, allowing for smooth transitions between live-action scenes and animated elements, the directors opted for motion control. “It was a collaborative effort in which we were able to explore different techniques. The more detail, the more attention. All the creatives involved had the same vision, which was crucial to the result,” says Claus Cibils, creative director at Final Frontier.
