We wanted this video to be fun. Something that AF&PA and its member companies would be ecstatic to share with the general public. After sifting through their papers (as in reports), Justin produced a playful (not patronizing!) script that actually thanks viewers for already doing their part. The video provides a few helpful reminders, while emphasizing the industry’s overall story of sustainability.
The American Forest & Paper Association needed our help in outlining the basic “dos and don’ts” of recycling. With child-like character animation and child-like child narration, we concocted a PSA-style video that will have you gleefully recycling (or not recycling) your paper products.
Wait, I Can’t Recycle Pizza Boxes!?
Moving the Immovable
Senior Producer Rob tackled the ambitious post-production project by building a world of diverse recyclers with intentionally simple character animation. They remained mostly static while only bending their macaroni arms and offering the ever-so-subtle nod or blink. What the characters lacked in motion, the design made up for in color with polychromatic primary objects overtop monocrhaomatic backgrounds.
So Easy, A Child Could Do It
Favata directed child voice over artist (and daughter) to read the 90-second script. Setup in a makeshift tent / recording booth, Icie delivered a memorable vocal performance that subconsciously reminds viewers that this recycling stuff is so easy that a kid can do it. And should do it.
Since its rollout, nearly 50,000 YouTubers have gotten the message. For more information about paper recycling, visit paperrecycles.org.
James specializes in exploring new avenues, and who knows, together you may even end up off the map.
Justin Kelly brings an emotional fluency to our scripts that help us continue to deliver the wow factor that our clients have come to expect. He's always simmering with big ideas and a bottomless reserve of the latest industry trends.
A mother of three and a work mother of a dozen—Tori operationalizes a perfectly rewarding client experience.
Perhaps best epitomized by his signature red sneakers and tie, James Loizou thrives between the worlds of "the creative" and "the business."