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.
Paper Recycles
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.
Rob Kramer
As our Associate Creative Director, Rob Kramer leads the animation team and directs a range of client projects. With his suite of production and design skills, he creates one-of-a-kind styles that seamlessly mesh with your narrative.
James Favata
As the Vice President of Creative at LAI Video, James offers his docu-style and motion graphics expertise to transform brands and campaigns. He’s won numerous accolades, including two Emmy® Awards as a Director, for his incredible storytelling and vision.
Justin Kelly
As LAI Video’s Senior Writer and Editor, Justin moves people to action with his impeccable command of language and narrative. With a decade of experience in technical writing, editing, and project management, Justin balances detail and emotion to create award-winning videos.
Tori Furphy
As Vice President of Operations and Client Experience, Tori manages all aspects of LAI Video’s production and delivery. She’s led LAI Video’s project management for over a decade, building our award-winning portfolio and team into what it is today.
James Loizou
James Loizou leads the team at LAI Video, building the Emmy® Award-Winning agency from scratch over the last 15 years. His innate balance of creativity and methodology guides our team forever forward towards innovation.
Susy Shaw
Susy is a Senior Vice President of Sales and Business Development for LAI Video, leading our efforts to find new and empowering relationships with clients. With over 15 years of marketing, events, and multimedia sales experience in the DC area, Susy follows one definition of success: to be seen as an extension of her clients’ organization.
