Hasta La Motion!

St John Ambulance is running The Chokeables, an integrated advertising campaign teaching people how to save lives of choking babies. The commercial at the heart of the #TheChokeables campaign features the voices of British comedians and actors David Mitchell, Johnny Vegas, David Walliams and John Hurt. Pen lid, marble, princess and jelly baby have had enough of being a hazard and they are here to show you the correct technique to save a choking baby.

A small princess toy, a pen lid, a jelly baby and a peanut have joined together because they’ve had enough and want to show how easy it is to save a choking baby’s life. David Mitchell, as a chewed up pen lid, asks for the audience’s attention. Johnny Vegas the jelly baby explains that they’re fed up of real babies choking on innocent objects like them. He then starts struggling for breath and turns blue. David Walliams’ lofty princess character shows the correct technique to save the choking jelly baby – up to five back blows, followed by up to five chest thrusts. The coughed up peanut (John Hurt) reminds viewers about the ambulance option.

Underpinning the TV is a page on the St John Ambulance site, www.sja.org.uk/TheChokeables, social media advertising, digital video, display advertising, pay per click work, along with strategic partnership with Bounty, a key platform for reaching new and expecting parents.

The campaign was developed after new research for the nation’s leading first aid charity revealed today that four fifths of parents (79%) wouldn’t know how to save their baby from choking to death despite it being a major fear (58%) and 40% having witnessed it.

Steve Conway, St John Ambulance’s Director of Brand Marketing. Communications and Fundraising, said: “This campaign marks a new stage in St John Ambulance’s approach. We are deliberately moving away from our harder hitting campaigns – which were useful at getting people to think seriously about first aid. Now we need to educate directly.
We’ve started with parents because our research showed they are an audience which really wants to know first aid. We hope they share the film and also look at our website for further resources”.

Credits

The Chokeables campaign was developed at BBH, London, by creative directors Matt Doman and Ian Heartfield, creative team Matt Moreland, Chris Clarke, Rob Ellis, Alex Ball, strategy director Rowena Prest, business lead Paul Matuszczyk, team director Leo Sloley, producer Rachel Hough, assistant producer Vaia Ikonomou.

Filming was shot by director Si & Ad via Academy Films with producer Dom Thomas, director of photography Tristan Oliver.

Post production was done at Electric Theatre Collective by lead CG artist Remi Dessinges, CG team Julian Soulage, Karen Halliwell, animators Aziz Kocanaogullari and Eduardo Castells Mateo, Nuke artist Taran Spear, Flame artist Paul Wilmot, producer Matt Williams and colourist Aubrey Woodiwiss.

Sound was produced at 750mph by Sam Ashwell.

Media was handled at John Ayling and Associates by business director Genevieve Tompkins, planners George Gwilliam, Daniel Denman and TV director Steve Venes. PPC is being run by Reprise Digital.

Wed 14th Jan 2015 | News

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Houdini 14 Overview

Side Effects Software, an industry leader in 3D animation and visual effects software, is proud to announce the immediate release of Houdini 14. With a new PositionBased Dynamics solver for granular simulation, new crowd pipeline tools, user interface enhancements and grooming tools for hair and fur, this release brings a better user experience, improved scalability and optimized performance to VFX artists, animators and game makers.

The new PositionBased Dynamics is a multiphysics environment ideally suited to the creation of wet and dry sand. Multithreaded thanks to its exclusive reliance on VEXbased operators, the new solver can run on the CPU or on the GPU using OpenCL. In addition to sand effects, artists can create solids, sheets or tethers to generate soft body, cloth and wirelike simulations.

The new crowd system uses artistfriendly shelf tools along with a new packed agent primitive type, a Finite State Machine solver and hardware accelerated display of instanced crowds. The system has a seamless conduit to Houdini’s Mantra renderer and is equipped with controls for crowd layout, steering, collision avoidance, terrain adaptation, motion blending, and lookat targets.

This crowd pipeline is intended primarily for large, midtobackground, noninteracting crowds executing basic motions and can seamlessly interact with dynamic elements such as Bullet, fluids and sand. This pipeline will be enhanced in future releases to support more complex agent interactions and AI for creating hero quality crowds.

With Houdini 14, a great deal of work has gone into user experience. From preselection highlighting to new handles, improved edgeloop selection, new UV Flatten and UV Layout tools with UDIM support, grooming tools for hair and fur, an advanced visualizer architecture, custom panels and much more, this release will make it easier for artists to work procedurally. Meanwhile, animators will appreciate the new faster Animation editor with Animation layers and significant speed improvements to the display and playback of rigs.

For a complete list of Houdini 14 features, go to www.sidefx.com/H14.

Houdini 14 can be downloaded from sidefx.com immediately with base Houdini available for as low as $1,995 and Houdini FX available for as low as $4,495. Both these prices include first year on the Annual Upgrade Plan which provides productionlevel support, and access to daily builds and dot releases. The limited commercial Houdini Indie is also available for $199 per year and the free Houdini Apprentice Edition is available for students and artists who want to explore Houdini’s new features.

Related links

sidefx.com

www.sidefx.com/H14

Sport England, the English Sports Council, is running “This Girl Can”, a campaign to get more women and girls active, whatever their age, shape or ability. Television commercials, billboards, cinema and shopping centre screens feature images of real women exercising without shame. Taglines include “I kick balls Deal with it”, “Sweating like a pig feeling like a fox”, “I swim because I love my body not because I hate it”, “I jiggle therefore I am”, “I’m slow but I’m lapping everyone on the couch”, and “Hot and not bothered”. The campaign is online at thisgirlcan.co.uk and Facebook, with background information on four women featured in the campaign, tips on how to get active and connection with online discussion on the themes raised.

The campaign doesn’t hold back in trying to encourage women to beat their barriers. “Sweating like a pig, feeling like a fox” and “I kick balls, deal with it” are among the hard-hitting lines used.

The This Girl Can campaign was inspired by Sports England research revealing that fewer women than men play sport regularly in the UK, two million fewer 14-40 year olds in total. Despite this, 75 per cent say they want to be more active. In some other European countries, this disparity doesn’t exist. Further research into what’s stopping women turning their ambitions into reality found that a fear of judgement – on appearance, ability or how they chose to spend time on themselves – puts women of all ages off exercising.

Sport England CEO Jennie Price, said: “The figures on participation are crystal clear. There is a significant gender gap, with two million more men than women exercising or playing sport regularly. I believe we can tackle this gap, because our research shows that 75% of women would like to do more.

“Before we began this campaign, we looked very carefully at what women were saying about why they felt sport and exercise was not for them. Some of the issues, like time and cost, were familiar, but one of the strongest themes was a fear of judgement. Worries about being judged for being the wrong size, not fit enough and not skilled enough came up time and again.

“Every single woman I have talked to about this campaign – and that is now hundreds – has identified with this, and it is that fear of not being ‘good enough’ in some way, and the fear that you are the only one who feels like that, that we want to address.”

Sporting activities featured on the ThisGirlCan site are boxing, canoeing, climbing, cycling, dodgeball, football, hockey, lacrosse, netball, orienteering, rowing, running, spinning, squash, surfing, swimming, tennis, triathlon, weightlifting and zumba.

Real Women

“In This Girl Can we want to tell the real story of women who exercise and play sport. They come in all shapes and sizes and all levels of ability. They have a myriad of reasons for doing what they do. If you are wondering if you should join them – or carry on – this campaign says it really doesn’t matter if you are a bit rubbish or completely brilliant, the main thing is that you are a woman and you are doing something, and that deserves to be celebrated.”

Eight short films provide insights into real women: Julie vs Inhibitions, Grace vs Pace, Victoria vs Sweat and Kelly vs Mummy.

Credits

The This Girl Can campaign was developed at FCB Inferno, London, by executive creative director Al Young, creative director Bryn Attewell, copywriter Simon Cenamor, art director Raymond Chan, agency producer Ally Mee and account director Hollie Loxley working with Sport England CEO Jennie Price.

Filming was shot by director Kim Gehrig via Somesuch & Co, London, with executive producer Tim Nash, producer Lee Groombridge, director of photography David Procter, production designer Helen Scott, costume designer Hannah Edwards, casting director Leanne Flinn.

Editor was Tom Lindsay at Trim. Post production was done at Framestore by Flame artists Paul O’Brien and Tri Do, colourist Simon Bourne and producer Adam Sargent.

The commercial is set to the track “Get Your Freak On” by Missy Elliot.

Film de fin d’étude réalisé en 2ème année à l’école de la Poudrière. Student film I realised during my 2nd year in the school of la Poudrière. (Avec la participation d’Arte France et Canal+ Espagne) Festival du court-métrage de Clermont-Ferrand Festival of Animated Film, Stuttgart Festival du Court-métrage d’Animation FICAM, Meknès Holland Animation Film Festival Tokyo Anime Award Festival Sehsüchte International Film Festival, Berlin Melbourne International Animation Festival, Australie Anima Mundi Festival, Rio Hiroshima Animation Festival 2014 Fantoche 2014, Suisse Varnafest 2014, Bulgarie Fresh Film Fest 2014, Republique Tchèque Krok Festival 2014, Russie Animatou 2014, Suisse Antarctis Festival 2014-2015, Antartique

Music: Palaxy Tracks Animation: Luca Tóth and Stephen McNally Song: “An Episode” Album: Wilderness Available now on Bandcamp: http://store.palaxytracks.com More info at http://www.palaxytracks.com ©2015 Palaxy Tracks