05.04.09
Ronald McDonald House Charities PSA
Online Ads, Public Service
Ronald McDonald House Charities raises money to create housing for families to live close by during a child’s stay in a hospital. Santa Maria teamed with ad agency Leo Burnett to create this PSA with the message, things are better when they’re with the things they should be with (salt and pepper shakers, a pea with its pod and a family with its sick child).
The sophisticated and emotional film recounts RMHC’s previous successes and its vision for the future and need for donations. While the piece could have been created using one style or technique, Santa Maria incorporated a handful of tactile mixed-media styles into each sequence to tell the 20-year history of RMHC and its tale of hope and healing. Mixed-media compounded with the structural elements of claymation, life-size props, miniature scale-models and hand-crafted sock puppets created a playful environment of scale and dimension. The 3-D building framework seen throughout the piece serves as a stage for the story and the simultaneous building and moving forward in time unites each of the stages of RMHC’s history.
Philip Deacon, Leo Burnett/Bertie Scrase, Leo Burnett, art directors/writers;
Jim Bolton, Leo Burnett, creative director;
Jon Burley, Leo Burnett, executive creative director;
Santa Maria, director;
Josh Goodrich, Hornet Inc./David Hill, Hornet Inc./Lindsey Mayer-Beug, Hornet Inc./Emily Wormley, Hornet Inc., designers;
Hana Shimizu, Hornet Inc., producer;
Javré Dow, Leo Burnett, agency producer;
Michael Feder, Hornet Inc., executive producer;
David Hill, Hornet Inc./Erwin Riau, Hornet Inc./Sam Lee, Hornet Inc., 3-D;
Mike Luzzi, Hornet Inc./Efrain Cintron, Hornet Inc./Lizzi Akana, Hornet Inc., character animation;
Josh Goodrich, Hornet Inc./David Hill, Hornet Inc./John Harrison, Hornet Inc./Yussef Cole, Hornet Inc./Emily Wormley, Hornet Inc., animation/composting;
Anita Chao, Hornet Inc., editor;
Lucky Elephant ("Lucky Elephant")/Huma Huma, music;
Grand Central Sound Studios, sound.
www.santamaria.tvrmhc.org