th1ng chosen by M&C Saatchi to produce powerful commercial for new youth charity MindFull

July 5, 2013 - PRLog -- London - th1ng has been chosen by M&C Saatchi to produce a powerful and emotionally driven TV and cinema commercial for MindFull a new charity being launched by the Beat Bullying Group. Working to a tightly developed creative brief, th1ng has brought together a diverse range of its director talent, to provide an insight into the anxieties and worries, both large and small that can trouble the young mind.

Launching today, MindFull (www.mindfull.org) is aimed at providing young people with information, advice and support and offers a safe and secure online network of peer and professional support. th1ng was asked to provide a number of thematic options to M&C Saatchi, to help in bringing to life the wellbeing and mental health challenges young people face ,in a 30 second TV and cinema commercial.

The film starts with a live action shot of a teenage boy in a dark room, moving  into hand-drawn animation to convey the myriad thoughts and feelings that young people can often have. The animation technique is used to show the reality of hidden emotions that lurk unseen below the surface, with the aim of enabling people to identify more easily with what they see.

The film is being used to launch the new charity, MindFull, which helps teenagers with depression, bullying, self image issues and other problems, with mentoring and counselling from children of a similar age.

The MindFull project allowed th1ng to utilise varying animation techniques. Two directors collaborated: Will Barras and Shay Hamias, under the aegis of producer Milana Karaica.*

Dominic Buttimore, executive producer, th1ng comments: “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 deliberately show that anxieties that are 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 continued: “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.”

-ENDS-

Mindfull credits

Director: Will Barras  & Shay Hamias

Design Direction: Will Barras, Shay Hamais & Yui  Hamagashira

Executive Producer: Dominic Buttimore

Producer: Milana Karaica

Grade: Danny Atkinson

Find out more at www.mindfull.org

About th1ng

Based in the heart of London’s Soho, th1ng, pronounced ‘thing one,’ is an animation, graphics and mixed-media production company which creates commercials and moving image content. th1ng also creates feature film title sequences.

The studio was founded by Dominic Buttimore in 2003 and has become the exclusive home to a host of award-winning directors and designers who specialise in 2D and 3D, graphics and VFX. Editing and post-production is completed in house in an integrated digital environment, so that th1ng can maintain a competitive edge on all productions. th1ng can also work alongside its live action sister company th2ng (thing two), which represents a wide range of live action directing talent.

Clients include: JWT, AMV BBDO, DDB, Euro RSCG, Leo Burnett, Publicis, Ogilvy, M&C Saatchi, Saatchi & Saatchi, BBH, Mother, Fallon, Wieden and Kennedy, CNN, BBC, ITV, Universal Pictures, Time Warner, Columbia Pictures and Warner Brothers.

th1ng is part of th1ng Corp Ltd., which also includes th2ng, Film Club Productions and Flux.

Media contacts

Julian Heathcote (julian@potionpr.com)

Telephone:+44 (0) 203 137 8165 / +44 (0) 7765 407 352