League against cancer: Castaways

They save you first.
Live to be old.
Detect cancer in time.

Advertising Agency: Y&R, Lima, Peru
Executive Creative Director: Flavio Pantigoso
Head of Art: Christian Sánchez
Copywriter: Jorge Soto, Carlos Banda
Art Directors: Charlie Valderrama, Ken Tokashiki
Agency Producer: Malena Mellado
Planner: Eduardo Grisolle
Account Director: Manuel Ahumada
Executive Account: María Belén Maldonado
Production: Imabri Producciones
Photographer: Alex Freundt
Post Production: Midas Digital
Retoucher: David Vega

December 2010


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

This is slightly odd, since the young people die in this scene ;p

tzuik's picture
104 pencils

They save you first if you're old? Really? Sorry, don't think so.

SCHIZFLUX's picture
40 pencils

This photo has the quality of painting. I see plenty of artwork like that. Does anyone know how to technically achieve this effect? Is it some sort of photoshop action script? or there is more to this? Thanks

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

I reckon that, to create that visual, about 10 to 20 photos where used. Not some sort of photoshop action script that I know of, just heaps of photoshopping.

picopalqlea's picture
999 pencils

agreed, plus probably some CGI too and a lot of hours and plugins. very expensive but great work. congrats to the illustrator would've be nice to show on the credits.

Guest's picture

It's just a lot of work. Each photos are taken separately, they also have the same treatment (levels, curves, hues and some sharpen), even the light is created into photoshop. (basically, the layer is duplicated and they change the levels to highlight the head of the persons, then they blend it or use a mask). The waves of the ocean are a mix of photos, once again they control the levels and use masks to use some parts of it. It's the same technique for every parts : boat, fire, moon, clouds. It's all about blending mode and layer masks.

SCHIZFLUX's picture
40 pencils

gotcha :)

Guest's picture

Great art direction, and funny concept. But I just don't think this works. I like the one of the records though.

Guest's picture

Previous two were good, but this one is silly to me.

quodavid's picture
734 pencils

funny and great artwork

Guest's picture

owww Reaaallyyyy, I tought it was a real picture, like documentaries. c'mooooonnn people

Guest's picture

They mean the old thing that was part of the first responders from the 1800's and throughout Victorian times and most of history since then it is something that the training beats into them "Women and Children First". It is called the law of the sea, the world was not always just about the world revolving around "children" whether spoiled or oblivious to the needs of others around them, like the commenter above.

XQuantum's picture
63 pencils

Well, Ads, in my opinion, are supposed to be 100% clear; totaly perfect.

I don't really think it works how it should, but it's still a nice idea, so...

Good job.

J. Moriarty's picture
J. Moriarty
16 pencils

Merit Award. ONE SHOW. Congratulations!!!!

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