FCB Garfinkel, in collaboration with the design/animation company the Studio, music house Found Objects and the Luci inflatable solar light by MPowerd Inc., shines a spotlight on energy poverty in a powerful, new animated PSA that follows a young child’s journey and showcases the importance of access to energy.
Our initial inspiration was the look of traditional shadow puppets, but as we went along we came to feel that we needed to reference more naturalistic animation techniques (…) The shadow puppets concept would have looked amazing, but we didn’t think it would have made the same connection with viewers. So we ended up with a look that includes a number of influences, including shadow puppets, zoetropes, cut paper animation and even a little bit of Disney.
Founder/Creative Director the Studio
Entitled “Give Luci,” the PSA shows a boy named Kiama on his travels to and from school. Kiama loves school and has big dreams. As he heads home from school to have dinner with his family, the sunsets, causing his world to go dark. Kiama’s lack of access to light means he, like millions of other children, cannot read or study at night or do his homework.
Enter Luci, the solar-powered light. The video ends with the message “no one’s story should end just because the sun sets” and encourages viewers to give a Luci to households like Kiama’s by visiting mpowerd.com/give. The Give Luci program allows customers to purchase Luci lights that will be sent directly to communities in need through one of MPOWERD’s NGO partners.
It was a privilege to work on this project and bring not only attention but an affordable solution to an overwhelming problem. Across sub-Saharan Africa, 90 million primary students are without electricity. And, each year, indoor pollution from dirty fuels results in four million deaths. What MPOWERD give is an opportunity to make a modest investment that can be life altering.”
The story of Kiama brings his daily struggle to life and, through the help of the Luci solar-powered light, illustrates how a simple idea can have an incredible impact.
CEO FCB Garfinkel
In business for over 25 years, the Studio is a digital production company that unites the diverse talents of designers, artists, animators, directors and visual effects artisan to interpret projects for pages and screens everywhere. Involved in all aspects of the marketing and communication process from pre-production (storyboards and animatics) through production and post, the Studiosupplies art, design and editorial services including digital production, animation, front end web design, dynamic banner ads, character development, murals and exhibit design with a talented roster of artists, editors, programmers, 2D and3D designers.
The Studio has worked with Fortune 500 companies and major advertising agencies such as TBWA, FCB, Saatchi & Saatchi, Publicis, McGarry Bowen, DePirro/Garrone, Goodby Silverstein, MomentumWW, Y&R, Walton Isaacson, Euro, Digitas, Grey and BBDO; and brands such as Chase, Verizon, P&G, Pfizer, Pepsi, Sony, Kraft Foods, Colgate, Novartis, Avon, Bacardi, Starbucks, GE, Best Buy, Target among others.
FCB Garfinkel New York
- CEO: Lee Garfinkel
- Strategy Director: Carolina Matias
- Group Creative Director: Kevin Jordan
- Art Director (Senior): Steven Jordao
Animation: the Studio New York
- Creative Director: Mary Nittolo
- Executive Producer: Gary Giambalvo
- Producer: Kathleen Sobr
- 3D Artist/CG Lead: Eric Kilanski
Music And Sound: Found Objects, New York
- Producer: Abby Diamond
- Composers: Trevor Gureckis, Jay Wadley
- Sound Design: Bobby Sorrentino