Protect Like A Mother
Framestore Pictures produced and directed this 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.
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.
Press
Lysol Celebrates the Fierce Animals That Are Moms - Creativity-Online
McCann NY, Framestore Call on Animal Kingdom For Lysol - SHOOT Online
McCann NY and Lysol Reveal Fiercely Protective Ani-moms in New Campaign - LBB Online
LYSOL | PROTECT LIKE A MOTHER - Le Book
US Creative Work of the Week - The Drum
NEW! Lysol Protects Families Like A Mother - MediaPost
Comedy Spots Dominate SHOOT's Ten Most Watched Videos of 2017 - Shoot Online
Credits
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