A Child Transforms Into a Chilling Shadow Sculpture in Human Appeal's PSA

Artwork Represents the Many Dangers Children Face

Published On
Jun 23, 2015

Editor's Pick

UK humanitarian aid charity Human Appeal uses a shadow sculpture to highlight the dangers to children across the world in this haunting PSA.

In the online film, a girl and a boy are shown running through a gloomy corridor, when suddenly the boy transforms into a shadow sculpture: a chilling amalgamation of the rotting food, damaged medical equipment, dirty water, and ammunition which pose a threat to child mortality. The girl eventually "rescues" the boy after a truly terrifying moment, and the PSA reminds us that "6.3m children need saving."

Human Appeal, which works across 25 countries, launched the film to coincide with Ramadan, an important month for charitable giving because, besides fasting, Muslims are expected to make contributions to charity during this period.

It was created by Don't Panic London, the agency which created the viral video "Everything Is NOT Awesome" for Greenpeace last year, leading to Lego ending its partnership with Shell. Director and visual effects specialist Markus Lundqvist of production house Knucklehead directed, while the sculpture was crafted by The Arch Model Studio in London, the same workshop responsible for the Lego models in the Greenpeace film.


Jun 23, 2015
Brand :
Human Appeal
Client :
Human Appeal
Agency :
Don't Panic-London
Creative Director :
Richard Beer
Project Manager :
Jane Marshall
Project Manager :
Louis Geary
Production House :
Director :
Markus Lundqvist
Executive Producer :
Mary Calderwood
Producer :
Tina Pawlik
Production Assistant :
Bertie Berkeley
1st Assistant Director :
Dan Gibling
2nd Assistant Director :
Spencer Wilson
Runner :
Andy Luck
Runner :
Zac Moss
Runner :
Miles Lacey
Director, Photography :
Martin Hill
Steadicam Operator :
Tom Wilkinson
Focus Puller :
Ant Hugill
2nd Assistant Camera :
Ben Worthington
Digital Imaging Technician :
Jayson Hunte
Gaffer :
Mike Casserly
Electrician :
Kevin Robertson
Electrician Trainee :
Barney Casserly
Generator Operator :
Kevin McFadden
Art Director :
Laura DAsta
Set Design Assistant :
Minnie Carver
Sculpture :
The Arch Model Studio
Sculpture Design :
Andy Gent
Wardrobe Stylist :
Lucy Heather
Makeup Designer :
Jess Summer
Chaperone :
Julie Tyrrell
Casting Director :
Amanda Tabak
Editing :
Stitch TV
Editor :
Phil Currie @ Stitch
Sound Design :
Sound Designer :
Martin Leitner
Post Production :
Colorist :
Duncan Russell
Lead Flame Artist :
Duncan Malcom
Flame Artist :
Nina Mosand
Flame Artist :
Sal Wilson
Producer :
Abi Klimaszewska

Need a credit fix? Contact the Creativity Editors

Project Type