The New York Times broke this PSA we partnered with Psyop in LA to create for Legacy’s Earth Day campaign.
“The scale-shifting concept — what appears to be a single, continuous shot of a monstrous industrial polluter turns out to actually be a single cigarette butt — was straightforward on storyboards, but mind-boggling to execute digitally.
“’The point of view that we established was as if a helicopter was flying along a cigarette butt’ and then ascended to about six feet above it, Mr. Butler said.
“For Psyop, which usually makes appetizing animated content for brands like Pepsi and Planter’s, the subject matter was decidedly darker, said David Chontos, a creative director at Psyop.
“’We very rarely in advertising get an opportunity to participate in something like this,’ said Mr. Chontos. ‘A soft-drink company would not ask us to make a toxic-waste factory.’”