The premise for a series of new Half.com spots is pretty simple: use the aesthetics of anti-drug PSAs from the 1950s to warn about the perils of over-studying. Honestly, now that I look at what I just wrote, that sounds kinda lame.
And maybe in the wrong hands it would have been lame, but directing team Ugly Pictures (of Curious Pictures) did a great job bringing the design and characters of Craig Duffney and Jesse Kaczmarek to life. The result is three entertaining spots full of fun little details that pull you along their narrative arcs nicely.
Spot titles: “History,â€? “Political Science,â€? “Mathâ€?
Agency: BBDO New York
Chief Creative Officers: David Lubars, Bill Bruce
Exec. Creative Director: Greg Hahn
Sr. Creative Director: Mike Smith
Art Director/Copywriter: Brandon Mugar
Design Director/Illustrator: Craig Duffney
Designer/Illustrator: Jesse Kaczmarek
Production Company: Curious Pictures
Director/Animator: Ugly Pictures (Rohitash Rao and Abraham Spear)
Producer: Hilary Downes
Executive Producer: Mary Knox