This latest spot in MTV’s multiyear A Thin Line initiative—aimed at stopping the spread of sexting, cyberbullying and digital dating abuse—begins as a live-action scene and transitions into an online world. By New York-based Click 3X and MTV the spot hinges on the understanding that the school world is a dramatization of the bullying kids are experiencing online. It opens with the main character sitting across from another student being bullied; through design and animated transitions, the environment becomes a virtual one and he’s watching the bullying take place online. To accomplish the look, the director’s creative vision consisted of a school that successfully represented a social networking site (taking cues from the online world, it’s a modern structure of steel and glass, sparseness and a very particular color palette). This particular spot screened for President Obama and the First Lady, who endorsed it during their White House Conference on Bullying Prevention.
// From our friends at Communication Arts