Cannes Lions

Imaginary Friend Society "Feeling Sad"

RPA, Santa Monica / PEDIATRIC BRAIN TUMOR FOUNDATION / 2018

Film
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Overview

Entries

Credits

OVERVIEW

Description

When a young boy finds himself sinking into an abyss of sadness, an imaginary-friend character named Mr. Tibs comes along to offer support. Together, they venture into the uncharted waters of the deep blue. Along the way, the boy makes new friends and sees wondrous sights that teach him about the nature of sadness, and more importantly, why it’s okay to feel that way.

Execution

The film needed to tell a story, but also to convey a feeling of sadness—a child’s feeling of sadness—in a way that felt relatable and honest. Representing such a complex emotion and its metaphors needed to feel magical, but also grounded in a reality that viewers could connect with. As the boy in the film runs the gamut of emotion, CG/3-D animation helped illustrate how he felt.

Each stage of production, from initial designs through to visual effects, required an intense R&D period to ensure the visual approach matched the emotion behind the story itself.

Similar Campaigns

6 items

1 Cannes Lions Award
Imaginary Friend Society "Integrated Campaign"

RPA, Santa monica

Imaginary Friend Society "Integrated Campaign"

2018, PEDIATRIC BRAIN TUMOR FOUNDATION

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