Director Ringan Ledwidge, BBH London and The Mill have come together once again this time to create a powerful new TV spot for Barnardo's 'Life Story' campaign, which demonstrates the impact that believing in a child can have in turning their life around.
The ad tells the story of 25-year-old Michael, happily talking about his life. Regressing to his past, viewers see his extraordinary journey as he turns in to a troubled and angry teenager, regressing right back to childhood when it is revealed that he was abused.
We also get a glimpse of the support he received from a Barnardo's worker and the positive impact it had on his life. The ad ends with the line 'It doesn't have to end like it began. Join us to fight for a child's future'. Award winning director and friend of The Mill, Ringan wanted to ensure the techniques used for Michael's transformation from an adult back through childhood did not detract from the emotional performances or the spot's powerful message. "I decided to make it feel like a single shot by using simple old-fashioned edit transitions as Michael grows younger.
I think the film gets across the amount of work Barnardo's does in order to take a broken spirit, build him up and push him out into the world, as someone who can deal with things and be confident."
Agency: BBH London
Producer: Davud Karbassioun
Creative Director: Nick Gill
Creatives: Mel Lynch, Rory Hall
Team Manager: Chralotte Bowden
Team Director: Helen James
Assistant Producer: Zak Razvi
Production Company: Rattling Stick
Director: Ringan Ledwidge
Producer: Sally Humphries
Director of Photography: Theo Garland
Editing Company: Work Post
VFX & Design
VFX & Design: The Mill
Executive Producer: Gemma Humphries
VFX Producer: Serena Noorani
Shoot Supervisor: Adam Grint
2D Lead Artists: Andrew ‘Barnsley’ Wood, Gary Driver, Andy Dill
2D Artists: Leila Smith, Pete Rypstra, Robin McGloin, David Wishart