CAT

THE BIG BUSINESS OF REFUGEES by DEVICE

Client
Cear
Director
Device
Services
2D Animation
Characters
Illustration
Original Short Film
Non-Profit

CEAR (Comissió Espanyola d'Ajuda al Refugiat) va contactar amb Device amb la intenció de llançar un vídeo per denunciar la crisi dels refugiats.

Amb la idea de voler sacsejar un públic ja saturat de tota la informació a la qual té accés, vam articular la nostra proposta des d'un to irònic i satíric, i amb un contingut amb què el públic se sentís inicialment impactat i pertorbat.

Gràcies als valors i a la confiança de CEAR, vam crear una història que ens permetia parlar amb honestedat i sense eufemismes sobre com la crisi de valors de la UE està construint un escenari perfecte per a l'existència i proliferació de vies il·legals i insegures de transport de persones, i tot en mans de les màfies.

Per tal de provocar l'empatia dels espectadors i atreure la seva atenció, vam basar la campanya en el clàssic format de l'infomercial "fes-te ric avui", amb l'objectiu d'afegir un llenguatge contemporani recognoscible com és el de l'emprenedoria de les startups. El guió es va desenvolupar juntament amb Carlos Serra, cofundador de l'agència Hermosa, que ens va ajudar a elaborar el discurs xerraire del senyor Hope, tocat per la seva personalitat opulenta i arrogant.

La història es transmet a través d'una sèrie d'actituds i escenaris estereotipats que mostren el luxe enganyós del senyor Hope i el seu èxit materialista, tot exagerat per contrastar millor amb la cruel i desafortunada realitat dels refugiats. Vam utilitzar un estil d'il·lustració amb acabat llimacós que caricaturitzava encara més la situació per reforçar el missatge principal. Acompanyats i agraïts amb Javi Vaquero com a animador principal, vam triar una animació tradicional (cel animation) estilitzada però optimitzada, que ens permetés centrar-nos particularment en els detalls més essencials, posant èmfasi en el contingut per sobre de la forma.

El repte més gran va ser convèncer CEAR d'adoptar la nostra idea d'un missatge més fort i valent per impactar un públic sobresaturat d'imatges tristes, així com organitzar la gran quantitat d'informació i dades que volíem tractar, i encaixar-ho de manera clara en un vídeo de dos minuts. Agraïm a CEAR haver cregut en una idea que desafia obertament la UE posant les cartes sobre la taula.

Crèdits del projecte
A Film Written & Directed by
Device
Produced by
BOL Creative Production House
Executive Producer
Marcello Buselli
Directors
Marcello Buselli & Ibran Trassierra
Script
Carlos Serra, Marcello Buselli & Ibran Trassierra
Art Direction
Raül Peix & Eudald Salarich
Illustration
Raül Peix & Eudald Salarich
Cel Animation
Javi Vaquero
Additional Animation
Eudald Salarich, Pere Hernández, Pau Anglada & Rafa Andrade
2D Animation
Ibran Trassierra, Pol Solà & Marcello Buselli
Clean-Up
Pau Anglada, Rafa Andrade & Carlos Majuelos
Compositing
Marcello Buselli
Music & Sound Design
Raül Peix
Recording Studios
Idea Sonora
English V.O.
Robert Patterson & Josephine Grundy
Spanish V.O.
Joan Carles Gustems & Belén Roca
Special Thanks
Sergi Roda (BlackBox), Onda Estudios, Joan Carles Gustems, Belén Roca, Niall Downing, Inés Massa & CEAR

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