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City Harvest: Apples
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In "Apples," the new PSA via DraftFCB for City Harvest Food Rescue Organization, a young woman’s boyfriend films her on his iPhone while she waits on the subway platform for a train. The train arrives soon after empty of people and, instead, full of Apples (hundreds of thousands, created entirely in CGI). The young woman's boyfriend captures her surprised reaction at the deluge of unlikely passengers while the subway conductor announces how much food is wasted and how many people go hungry. The boyfriend ends his iPhone film panning to a poster asking people to donate to City Harvest.
Keith Loell, ECD, Draffcb New York: “Our goal with this year’s City Harvest campaign is to visualize the numbers behind the hunger problem in New York—both the amount of food that goes to waste and the number of residents that go hungry. We’re hoping that the sight of a few hundred thousand apples pouring out of a subway car will get the attention of potential donors.” Yann Mabille, co-director/Joint Head of 3D, The Mill NY notes that the iPhone was singled out by the team for its practical playback feature, and overwhelming popularity and near ubiquitous presence among cell phone users. The spot was filmed in one day, and took three weeks to finish. Although its resulting style is low-fi, finessing that look and feel took technical expertise and innovation behind the scenes.
Visual FX: The Mill NY |
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