With “Dry January” still an ongoing challenge for millions around the world, winter’s cold, dark, and short days pose a big threat to the way people consume alcohol. And not in a way that aligns with the popular event. In fact, research has discovered that winter days can trigger a growth in alcohol use, which can lead to serious health problems.
To show the risks consumers expose themselves, even when they are drinking an alcoholic beverage occasionally, nonprofit organization SAFE Project teamed up with FCB Health New York, an IPG Health Company and creative studio LOBO, highlighting how anyone is at risk of potentially developing an alcohol addiction during winter.
In addressing this issue and supporting the organization’s mission, the creatives came up with a short animation titled “The Snowball,” cleverly illustrating how alcohol drinking can send a consumer into a vicious circle without them even realizing it.
Set to “Everything I Have Is Yours” song by Billie Holiday, the audience meets Lars, an inhabitant of a cold and dark city in the winter. He’s initially spotted going to the bar for a quick drink. But little did he know that one drink leads to another and then another, eventually escalating into an addiction that affects his whole life. As his alcohol dependence grows, so does the snowball that accompanies the film hero, mirroring the snowball effect and how seemingly harmless decisions can turn into visibly harmful behavior.
The creatives behind the video mixed traditional animation with advanced technology to bring Lars’s story to life. They then used AI to add paper-like textures to each frame of the hand-drawn animations.
“We named this approach, developed by our R&D division, “2D Diffusion Render.” This technique enables us to turn 2D animation into highly customizable visuals tailored to the narrative and aesthetic requirements of each project. With it, a 2D animated sequence can receive virtually any finish, from realistic 3D to handcrafted stop-motion to painterly looks, to name just a few. The result is a process that harnesses the best of technology while preserving the true artistic spirit,” explains the team at creative studio LOBO.
Besides the animation that summarizes in a highly emotional manner the risks behind alcohol consumption during winter, SAFE Project’s campaign is also supported by a microsite. By visiting TheSnowball.org web portal, users can discover more about the dangers behind alcohol misuse in cold-weather climate.
CREDITS
Brand: SAFE Project
Agency: FCB Health New York
Post Production / VFX: LOBO
