Ad Council brings to life the 'future selves' of bullied teens in latest PSA

Project from TBD uses facial data to age the kids by 10 years to create a special 'thank you' to friends who stepped up

Published On
Jan 22, 2020

Editor's Pick

A new anti-bullying campaign from The Ad Council "aged" three teenage bullying victims ten years into the future to emphasize to their friends how their kindness ultimately affected their lives.

The project, by agency TBD, is designed to show how small acts of kindness can have a profound impact on teenagers growing up. The technology involved making 3D models of the teenagers and virtually aging them (see the behind-the-scenes film, below for more on how it was done). The teens who stepped in for the bullied kids were then surprised with a live message from their "older" friends, thanking them for being there for them when they had been tormented.

"We knew we wanted to age the kids by 10 years in a live, real-time setting to create an emotionally raw experience,” noted Anrick Bergman, the film’s director in a statement.  “To achieve this, we started by scanning data of the teen’s face. Then we digitally changed the shape of a blank face to match their facial features and movements, capturing not just how they look, but how they move, talk, and their small, unique, behavioral micro signals. By using a TrueDepth camera setup, we allowed them to control their older selves in real-time, to create an honest way for them to pay a heartfelt thank you to their friend.”

The project is a follow-up to 2018's "Honest Yearbook" campaign, also by TBD, which also put the spotlight on how kids can help victims of bullying.

“Last year we flipped the concept on how anti-bullying campaigns have always been done in the past.” said Rafael Rizuto, co-founder and chief creative officer at TBD. “This year we wanted to evolve the campaign to show them that their words and actions have a long-lasting impact."

Credits

Date
Jan 22, 2020
Client:
Ad Council
Agency:
TBD
Chief Campaign Development Officer:
Heidi Arthur
VP Group Campaign Director :
Sheri Klein
Campaign Director:
Madeline Miller
Campaign Management Assistant:
Trevor Lin
Director Strategy and Evaluation :
Julia Blumenstyk
SVP Marketing and Communications:
Ellyn Fisher
Director Marketing and Communications:
Shirley Yeung
Manager Marketing and Communications:
Sean Williams
Director Digital Project Management :
Rebecca Mir
Digital Project Manager:
Carolina Trevino
Director Media Strategy:
Gregory Kelly
Campaign Analyst:
Catherine Yarovoi
Chief Creative Officer:
Rafael Rizuto
Copywriter:
Sara Uhelski
Art Director:
Leila Moussaoui
Designer:
Bruno Menon
CEO:
Jordan Warren
Account Director:
Adrian Dagli
Engagement Planning Director:
Jeff Burger
Executive Producer:
Rob Lee
Account Manager:
Salem Weresh
Production Company:
Unit9
Director:
Anrick Bregman
Creative Partner:
Michelle Craig
Executive Producer:
Luca De Laurentiis
Head of Production:
Mindy Lubert
Production Lead:
Sarah Barson
Producer:
Camilla Rose
1st Assistant Director:
Mel Anderson
Director of Photography:
Boyd Hobbs
Sound Designer:
Joe Wohlmuth
BTS:
Lu Ts-Hsing
VFX:
Ingenuity Studios
VFX Supervisor:
David Lebensfeld
VFX Producer:
Kieley Culbertson
VFX Artist:
Taos Whittaker
Post-Production Company:
Beast
Editor:
Bob Spector
Producer:
Jeff Bielat
Editor:
Blake Bogosian
Assistant Editor:
Evan Mueller
Colorist/Flame Artist:
Eric Pascua
Music Production Company:
Jamute Audio
Music Producer:
James Pinto
Music Producer:
Daniel Teles
Executive Producer:
Alejandro Ramos Lepez
Production Coordinator:
Julianna Zuppo
Production Coordinator:
Cassia Garcia

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