British Red Cross
Power of Kindness
The Mill helped to create this heartwarming ad alongside Director Rocky Morton out of MJZ London and Creature London. The spot stars real life volunteers and aims to communicate the power of small acts of kindness through a visually warming campaign.
Director:
Rocky Morton
Production Company:
MJZ London
Agency:
Creature London
Rocky Morton
Production Company:
MJZ London
Agency:
Creature London
Read MoreRead Less
Working closely with Director Rocky Morton The Mill team were tasked with establishing a visual language for the passing of kindness. This visual metaphor was represented by the glows emanating from the British Red Cross helpers’ chests.
Using a mixture of grade and compositing techniques, the team manipulated the in-camera glows, animating them and affecting their saturation so that they glowed brightest at the correct moments in each scene. Director Rocky Morton was also keen to exaggerate the other light elements within the shots, such as street lights and flares, using them as transitions between scenes. This again helped the carry the visual narrative of the light throughout the spot and cement the overall message of the passing of kindness.
Using a mixture of grade and compositing techniques, the team manipulated the in-camera glows, animating them and affecting their saturation so that they glowed brightest at the correct moments in each scene. Director Rocky Morton was also keen to exaggerate the other light elements within the shots, such as street lights and flares, using them as transitions between scenes. This again helped the carry the visual narrative of the light throughout the spot and cement the overall message of the passing of kindness.
CreditsCredits
Agency
Agency: Creature London
Producers: Carol Oakley & Kate Taylor
Creative Director: Ben Middleton & Stu Outhwaite-Noel
Creatives: Steven Dodd & Josh Dando
Account Director: Angus Golding
Production Assistant: Charlotte Wickens
Producers: Carol Oakley & Kate Taylor
Creative Director: Ben Middleton & Stu Outhwaite-Noel
Creatives: Steven Dodd & Josh Dando
Account Director: Angus Golding
Production Assistant: Charlotte Wickens
Colour
Colour: The Mill
Colourist: Mick Vincent
Colourist: Mick Vincent
VFX Production
VFX: The Mill
Producer: Tom Manton
Producer: Tom Manton
Production Company
Production Company: MJZ London
Director: Rocky Morton
Producer: Fraser Lawson
Director of Photography: Alex Melman
Production Manager: Nicola Dempsey
Director: Rocky Morton
Producer: Fraser Lawson
Director of Photography: Alex Melman
Production Manager: Nicola Dempsey
Editorial
Editorial: Final Cut
Editor: Rick Russell
Edit Assist: James Stubbs
Editor: Rick Russell
Edit Assist: James Stubbs
VFX Creative
2D Lead Artist: Richard de Carteret
2D Artist: Milo Paterson, Richard Payne
2D Artist: Milo Paterson, Richard Payne
Stills
