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05/07/2013

th1ng Shoots Ad For Youth Charity

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Soho media production company th1ng has been chosen by M&C Saatchi to produce a TV and cinema advert for a new charity offering young people emotional support and information.
MindFull has been launched by the Beat Bullying Group.
th1ng was asked to provide a number of thematic options to M&C Saatchi for a 30-second TV and cinema commercial.
The film starts with a live action shot of a teenage boy in a dark room, which then moves into hand-drawn animation to convey the turmoil of emotions young people can be faced with.
Two directors collaborated: Will Barras and Shay Hamias, under the aegis of producer Milana Karaica.
Dominic Buttimore, executive producer, th1ng, said: "Having such a clear brief as a start point gave us a lot of room to run wild. With M&C Saatchi picking and choosing from the various themes we presented, we got a chance to draw on the talent and vision from multiple directors across the company."
The film was shot from the perspective of a boy to show how anxieties often associated with girls apply equally to both genders, regardless of age.
All production was handled in-house from concept design, live action shoot, animation and grading.
Buttimore added: "Working for such a vital charity is very rewarding for us; the ability to stretch ourselves creatively presents itself often, though this project took us further by a real desire to effect change and highlight the often terrible personal and emotional realities teenagers sometimes face. We are delighted to be able to support MindFull with this work."
www.th1ng.com
(IT/JP)
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