05.16.11

MTV "A Thin Line" TV spot

TV/Radio Commercials, Public Service

This latest spot in MTV's multiyear A Thin Line initiative—aimed at stopping the spread of sexting, cyberbullying and digital dating abuse—begins as a live-action scene and transitions into an online world. By New York-based Click 3X and MTV the spot hinges on the understanding that the school world is a dramatization of the bullying kids are experiencing online. It opens with the main character sitting across from another student being bullied; through design and animated transitions, the environment becomes a virtual one and he's watching the bullying take place online. To accomplish the look, the director’s creative vision consisted of a school that successfully represented a social networking site (taking cues from the online world, it’s a modern structure of steel and glass, sparseness and a very particular color palette). This particular spot screened for President Obama and the First Lady, who endorsed it during their White House Conference on Bullying Prevention.

Seyi Peter-Thomas, writer/director; Amy Campbell, executive creative director; Ders Hallgren, Click 3X, creative director; Lisa Ackley, Click 3X, designer; Lindsay Nowak, agency producer; Maddy Yasner, Click 3X, producer; David Grad/Rob Meyers, Click 3X, executive producers; Jeremy Baumann, Click 3X, editor; Dave Rogers, Click 3X, animator; Brian Scibinico, Click 3X, sound designer/mixer; David Edelstein, Click 3X, managing director.

www.click3x.comwww.athinline.org