Turns out one in four disabled people in the UK say negative attitudes from other passengers prevent them from using public transport so agency VMLY&R brought in Nexus directors Smith & Foulkes to help change a few minds.
Co-director Alan Smith: “In these recognizable and personal human stories we aimed to create a memorable visual metaphor – using animal behavior to portray our thoughtless public transport behavior immediately resonates, and shines a revealing light onto our bad habits.
“These films are not crazy cartoon animal capers, there is no shouting or screaming, no chaos on the streets. They are observational and intimate moments of human anxiety and unease.
“We can all occasionally be inconsiderate to our fellow travelers, but by respecting other people we can remember what it is to be human”
“The soundtrack, an original song by Siren/Factory, suggests it only takes a little effort to make the public transport environment a better place for everyone.”
Client: Department for Transport
Agency: VMLY&R
Chief Creative Officer: Laurent Simon
Chairman: Mark Roalfe
Creative Director: Gavin McGrath
Senior Creative: Perle Arteta, Christopher Joyce
Head of Design: Chris Willis
Producer: Tanya Fitzgerald
Production: Nexus Studios
Director: Smith & Foulkes
Executive Creative Director: Chris O’Reilly
Producer: Tracey Cooper
Production Manager: Rebecca Archer
Art Director: Callum Strachan
Project Supervisor: Dave Hunt
Design: Sam Nassour, Signe Cold
Storyboards: Morgan Ritchie
Lead Animator: Bishoy Gendi
Animation: Duncan Gist, Marlène Beaube, Sean Weston
Clean up animation: Joanna Boyle, Chiara Sgatti, Alexandra “Sasha” Balan, Eleonora Quario, Alex
Dray, Christina Nerlan
Composite: Thomas Ricquier, Jesse Richards, Bethany Levy
Music: Siren
Sound Design: Factory
