UNDP: Don’t Choose Extinction

In this commercial

TV Commercial Review

Memorable
Effective
Style
Heart or Humor
Execution

Good

Framestore Pictures and Oscar-winning VFX studio Framestore worked with creative agency Activista on a project for the United Nations Development Programme (UNDP) that raises awareness of how devastating fossil fuels subsidies are for people and the planet and to urge more climate action in the wake of the UN’s Code Red announcement.

The Don’t Choose Extinction campaign features a collective intelligence platform, the Global Mindpool, to help tackle the most important issues of our time. Linking insights from around the world – on the climate emergency, the crisis in nature, and inequality – the Global Mindpool will support UNDP to better inform and equip policymakers in government, civil society, and the private sector.

The team delivered a world-class shoot and impressive CG dinosaur for the film, ‘Don’t Choose Extinction,’ which was translated into over 32 languages and VO-ed by international celebrities, all in an effort to bring attention to the climate crisis.

Having worked closely together 20 years prior on the BBC Emmy Award-winning docuseries, Walking with Dinosaurs, Framestore Pictures Director Murray Butler and Framestore Creative Director Marco Marenghi, were the perfect duo to bring the striking Utahraptor to life.

Shooting at the iconic UN Assembly Hall in New York, Butler and the team used the dinosaur’s dimensions to mock up stand-ins out of PVC piping, allowing the extras and actors something to react to in real-time.

“We studied the way great speeches were delivered in film and TV and approached this project with the same cinematic language (just with a dinosaur as the orator),” said Butler. “We opted to use two cameras, which enabled us to covertly capture spontaneous reactions and cover action from a variety of levels and angles throughout the Hall. The stirring musical score, our CG dinosaur hero, and the senior UN staff member and delegates who volunteered their time each brought this incredible film to life for an important cause.”

United Nations Development Programme

Credits:
Agency: Activista
ECDs: Paco Conde, Beto Fernandez
Digital: Wunderman Thompson
CCO: Joao Braga
Associate Creative Directors: Jack Elliott, Lochie Newham
Film Production: FreelanceFor, Framestore Pictures
Director: Murray Butler
DOP: Wyatt Garfield
VFX: Framestore

Good

8.8

Good VFX!

Memorable8.0
Effective8.0
Style9.0
Heart or Humor9.0
Execution10.0
Reader Rating: ( 0 vote ) 0

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