Afternews

Client - Humanity & Inclusion Agency - STRIKE (Paris) President & ECD - Jérôme Gonfond Managing director & CSO - Pierre Bellefleur Creative director - Rémi Lascault Art director - Alba Menendez Copywriter - Jeanne Perrone Producer - Mélina Audoux Direction - Olivier Staub DOP - Camille Salvan 1st assistant - Clothilde Métral Production - Dust films (Paris) Executive producer - Victor Simonnet Casting - Sophie Martin Set designer - Olivier Guyader CGI & Post-production - Digital District (Paris) CGI and VFX Supervisor: Nicolas Rigaud Color Grading - Aline Sinquin (New York) Sound production - Circonflex (Montréal) Original soundtrack - Circonlex (Montréal) Mix - Kouz (Paris)

Today, more than ever, the world is suffering from a true convergence of crises. In this scenario, the pleas for assistance from charitable organizations collide, and their voices go unheard. Wars, tornadoes, floods, earthquakes – each day, the media inundates us with reports of fresh disasters, and journalists rush to cover the latest events. Meanwhile, people, over time, grow weary, desensitized to these images. They consume the news and swiftly transition to another topic, as if the previous one has ceased to exist. However, the reality remains vastly different. Humanity & Inclusion, an organization dedicated to help the most vulnerable, also has to confront all these new crises. And above all, the teams must persistently remain in the field, providing long-term care. To raise awareness about their work, we recreated in 3D the crisis scenes the organization faces. Then, we filmed the entire new ad in a LED studio with real-time 3D Unreal Engine settings: a first in France for an advertisement. This allowed us to travel to a country at war, another devastated by an earthquake, and yet another ravaged by a hurricane‚ all that without leaving the country. This approach not only avoids subjecting the teams to hazardous travels and numerous flights, but also allows for adjusting the balance between production and media investment, thereby optimizing the campaign's impact across the world.