Commissioned by Grey Canada, Johnny Kelly has created Clothing’, ‘Food’ and ‘Shelter’ for The Salvation Army for their 2013 Christmas Campaign. Each ad sees coins dropped into The Salvation Army kettle, making the initial darker scenes transform into optimistic scenarios.
Created using stop motion animation, the beautifully-rigged characters and worlds highlight just a few coins can help change people’s lives, take people off the street and give them food, clothing and shelter.
There is a stark contrast between the ‘before’ and ‘after’ scenes, and to make the transitions feel as immediate and straightforward as possible, the team used quick lighting changes, immediately shifting the colour from cold nighttime to warm daylight.
Client: Salvation Army Canada
Title: ‘Food’ ‘Clothing’ & ‘Shelter’
Length: 3 x 15”
Agency: Grey Canada
Creative Team: James Ansley & Yusong Zhang
Agency Producer: Sam Benson
Production Company: Nexus
Director: Johnny Kelly
ECD: Chris O’Reilly
Producer: Isobel Conroy
Project Lead: Mark Davies
Design & 2D Previs: Johnny Kelly
Production Manager: Zoe Verrier-Stunt & Fernanda Garcia Lopez
Director of Photography : Matthew Day
Stop Frame Animators: Matthew Cooper & Gary Cureton
Art Director: Andy Gent
Post Production / Grade: Time-Based Arts
Compositing: Rob Ward & Alasdair Brotherston
Sound Design: Barnaby Templar @ Fonic