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Partnership to End Addiction: Start With Connection
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Visual metaphors for the separation caused by addiction play key roles in a stirring new animated public service announcement produced by Bonfire VFX for the Partnership to End Addiction. Titled 'Start with Connection,' it was created by the New York agency DiMassimo Goldstein and is set to a recording of the haunting 'Salt and Sea' by Grammy-nominated band The Lumineers. The PSA is part of an integrated campaign that includes a heavy social component as well as a podcast hosted by television journalist and author Elizabeth Vargas. In the PSA’s opening vignette, a mother tries to talk to her daughter, who ignores her as she walks past and heads up the stairs. Suddenly, the stairway transforms into an otherworldly fortress of solitude, with stairs made of ice and jagged shards underneath. In the second vignette, a dad heads for the doorway of his daughter’s bedroom, but her look of hostility slams the door and creates a web of thick roots and vines that block his passage. In the last vignette, a grandmother approaches her grandson, looking lost as he sits on a couch. As she sits beside him the sofa suddenly widens, leaving a red-hot chasm between the two. Each vignette ends with the adults reaching out with love and understanding, an act that’s pivotal to the story’s message. As they connect, the artifices keeping them apart, created visually by Bonfires’ artists, fall away. The initial development of the look was created in CG using the Unreal Engine, and the characters in the finished piece all have a hand-made look, as do the environments where all the action takes place – and this was by design. Centered around family situations, the ‘cast’ resembles marionettes, with just enough facial features for their range of emotions to be discernible. And the use of what looks like tactile surfaces, fabrics and finishes in each scene lends the spot a warm and human feel.
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