Title | BORN THIS WAY |
Brand | LUX |
Product / Service | LUX |
Category | A04. Production Design / Art Direction |
Entrant | WUNDERMAN THOMPSON Singapore, SINGAPORE |
Idea Creation | WUNDERMAN THOMPSON Singapore, SINGAPORE |
Media Placement | PHD MEDIA Cape Town, SOUTH AFRICA |
PR | THE HARDY BOYS Durban, SOUTH AFRICA |
PR 2 | EDELMAN SA Johannesburg, SOUTH AFRICA |
PR 3 | JESSICA HARTLEY Amsterdam, THE NETHERLANDS |
Production | FINAL FRONTIER Shanghai, CHINA |
Production 2 | LE CUBE Buenos Aires, ARGENTINA |
Post Production | WUNDERMAN THOMPSON Singapore, SINGAPORE |
Additional Company | UNILEVER Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Marco Versolato | Wunderman Thompson Singapore | CCO |
Hinoti Joshi | Wunderman Thompson Singapore | Account Management |
Gerri Hamill | Wunderman Thompson Singapore - Chameleon | Production |
Deeksha Siwach | Wunderman Thompson Singapore | Account Management |
AiLin Tan | Wunderman Thompson Singapore | Creative |
Ricardo Tronquini | Wunderman Thompson Singapore | Creative |
Sixin Wu | Wunderman Thompson Singapore | Creative |
Len DeRosales | Wunderman Thompson Singapore | Account Management |
Fanny LeMasson | Wunderman Thompson Singapore | Account Management |
Lucile Belleville | Wunderman Thompson Singapore | Planning |
Josslyn Li | Wunderman Thompson Singapore | Planner |
Team Chameleon | Wunderman Thompson Singapore | Production & Post Production |
Gus Karam | Final Frontier | Production |
Team Final Frontier Team Le Cube | Final Frontier & Le Cube | Animation and Production |
Ralph Karam | Final Frontier | Director |
Team DaHouse Audio GmbH | DaHouse Audio GmbH | Music |
Lucas Mayer | DaHouse Audio GmbH | Music |
Jessica Hartley | Jessica Hartley | PR |
Team Facebook Creative Shop | Facebook Creative Shop Singapore | Facebook Amplification |
Elliott Stares | Jessica Hartley | Global PR |
Vivien Ng | Unilever | Client |
Angad Saxena | Unilever | Client |
Severine Vauleon | Unilever | Client |
Ankush Wadehra | Unilever | Client |
Our intention was to immerse the audience in Caster's world. The decision to work in frame-by-frame cel-animation was deliberate to dramatise the extraordinary biology of these athletes and create the impact that would get Caster’s story noticed. Creating 2D Cel-Animation is always a challenging technique – conceptually almost every frame (cel) of the animation is hand-drawn and highly crafted. This means the level of complexity of the drawing defines the virtuosity of the animation from morphology and lenses to camera angles and transitions. A conceptual approximation to visualise just how much hard work was poured into crafting this film, think of all the illustrators you know, and how many of them could illustrate a frame of Born This Way. Now multiply that for 2k+ frames. To add to the complexity, 3D was designed for two scenes to bring more dimensionality for a unified organic and gestural art style.
Caster Semenya, Olympic Gold Medallist and World Champion was born with hyperandrogenism and World Athletics has banned her from running in events between 400 m and one mile unless she takes hormone drugs. The film demonstrates the insight that most champion athletes are born with extraordinary biology. But unlike Caster, they are celebrated, not reviled or banned. The film questions why Caster should be banned and highlights her fight to run free, without drugs. It ends with a call to sign a petition to overturn the ban. The 2D frame-by-frame cel-animation was a deliberate approach to enhance the storytelling, creating a dream-like ambience which translates Caster's emotions into metaphors. The animation which features a swimmer, sprinter and swimmer inspired by iconic athletes, is packed with dynamic angles and fast fluid transitions to dramatise their extraordinary biology and how they are honoured in contrast to the pain of Caster being sidelined.
Olympic Gold Medallist and World Champion Caster Semenya won gold in the 800 m in the 2012 and 2016 Olympics. Following protests on some fronts, World Athletics (then IAAF) subjected her to multiple tests and humiliating medical examinations. She passed them but they banned her anyway. She can't run in events between 800m and 1 mile unless she takes hormone drugs. She has appealed against this several times, but failed. Caster was born a woman and is legally recognised as a woman. In February 2020, she filed an appeal to the European Court of Human Right to overturn the World Athletics ban – the result is pending. In line with Unilever's Positive Beauty vision, Lux believes that no woman should be judged for how they look or be stripped of being a woman. We are championing Caster's fight for her right to run as a woman, free of drugs.