Rabbit Bicoastal director Kevin Fitzgerald documents a life in rapid-fire reverse in this new 75-second spot for ad agency Joe Public, Johannesburg client Tracker. Employing a blend of stop-frame and animated stills, the spot for the South African market documents one woman’s colorful life in a car from old age to infancy. The affecting visuals are supported by Brandi Carlile’s hit song, “The Story” and a dramatic conclusion: a Tracker agent pulling a baby from a stolen car. (Based on reality, car-jackings in which child passengers are also taken happens more than South African’s would like to admit.) The stills were shot using a Canon 5D, with select elements animated to give the imagery life, and the narrative was pieced-together to create the emotional bullet points in one woman’s life—a mix of happiness, anger, awkwardness and tragedy.
Credits: www.rabbitcontent.com
| www.joepublic.co.za

Communication Arts

// From our friends at Communication Arts

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