Framestore Pictures produced and directed this latest ad from McCann NY and Lysol in honour of ‘Mother’s Day.’ Director Tom Routson used characters, including a CG mama bear, to emphasize motherhood as a primal force.
Shot in Johannesburg, Framestore Pictures utilized the beautiful habitat and thriving community of film production animal trainers. Additionally, Framestore used a mix of original CG animals, repurposed digital assets, green screen and practical effects. These characters include a mama bear, vulture, baboon, elephant and lion. The film shares a warmth and a golden glow to it, a quality that plays well in any country and in any context.
'While each of our vignettes is an intimate observation of protective maternal instincts, taken as a whole, this is a big idea - universal, actually - and our film technique treats this as a big story.'Tom Routson - Director
What makes the mamas fierce?
This video shares the breakdown of the lion, vulture, baboon, elephant, and full CG mama bear as Framestore brings them closer to protecting their young.