ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Craft in Video / Direction - Single
Annual ID
ADC101_ADV047B
About the Work
Prime Video is a company about content and stories, that is why we wanted to create a modern Christmas tale that’s as entertaining as the content on the platform and make people smile this festive season. "An Unlikely Friendship” is the tale of an unexpected bond, forged through a shared love for entertainment, between two misfits: Hattie, a bullied hyena who can’t smile, and Carl, a grumpy zookeeper who can’t find any reasons to smile. So what better character than a hyena, a usually misunderstood and feared animal, to tell a one-of-a-kind Christmas tale condensed into two minutes. Hyenas are usually portrayed as savage animals, so we had to turn that around through the storytelling, different gags in the film, and our main character’s evolution.
The campaign was Prime Video's first Christmas advert in Europe, showcasing across seven countries on TV, digital channel, social media, and cinemas. For it to work everywhere, we had to develop a story that would resonate across every language and culture. So we wrote a script with no dialogue and with relatable characters who could make anyone, anywhere, smile.
2022 Awards
Total Points: 9
Bronze Cube
Credits
Agency
CYW / Madrid
Client / Brand
Amazon Prime Video / London
Production Company
Blur / Madrid
Music / Sound Production Company
Ballad Co. / Copenhagen
Zelig Sound / London
Post Production Company
The Mill / London
Art Director
Lucas Siewert
Marta Horcajo
Copywriter
Carmelo Rodriguez
Eva Fernández
Willy Lomana
Creative Director
Xuan Pham
Director
Chris Balmond
Director of Photography
Rob Hardy
Editor
Marc Soria
Executive Creative Director
Carmelo Rodriguez
Willy Lomana
Executive Producer
Mario Forniés
Zico Judge
Music Supervisor
Gregers Maersk
Sound Designer
Philip Nicolai Flindt
Account Executive
Elena Pineda
Brand Manager
Miguel Remis
Campaign Manager
Fiona Mukherjee
Krysha Shahi
Head of Production
Gemma Humphries
2D VFX Supervisor
Pete Hodsman
3D VFX Supervisor The Mill
Adam Droy
Animation Supervisor
Paul Tempelman
Colourist
James Bamford
Tim Martin
First Assistant Director
Tirso Díaz
Marketing Director
Helen Cowley
Post Producer
Daniela Borges
Production Manager
Foncho Rodríguez
SFX Supervisor
César Alcaide
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