Former Burberry Chief Creative Officer Christopher Bailey is among a group of fashion industry creatives who have collaborated to design characters for a new anti cyber-bullying movement, "Be Cool Be Nice."
Makeup artist Pat McGrath, stylists Chaos Fashion and designer Henry Holland also provided ideas for the characters. They include a tough guy teddy bear, a flower kitty and hipster popsicle, who appeared first in a book and now in an animated music video, now playing on Viacom channels MTV and Nickelodeon.
The video, created by Sunshine and VFX company MPC, has '90s music video vibe, with the characters performing dance moves from the era, paying homage to the likes of Biggie Smalls and Vanilla Ice. "We looked back at video culture from that era and found that it was still relevant today," says Al McCuish, founder and creative chairman at Sunshine. "If you look at what 13- and 14-year-olds today are in into, it is all quite influenced by the '90s look."
MPC's "Life" team, a specialist character and creature group within the advertising studio, animated the characters. Both Sunshine and MPC worked on the project pro bono. McCuish says the agency is now in talks about how to develop the characters further.
"Be Cool Be Nice" aims to combat cyber-bullying by encouraging people to communicate and use social media in a positive and proactive way. The movement first launched with help from Kendall Jenner and Willow Smith on the cover of "Garage" magazine and has also involved a Times Square takeover with animation by Sunshine and a window installation at The Conran Shop.