Our brief was to develop a treatment for the cover of John Lennon’s ‘Imagine’, performed by Jack Johnson, for Amnesty International’s Make Some Noise campaign. The commercial needed to incorporate some of the prominent issues Amnesty International deal with: Child soldiers, women abuse & child labour. We decided to take a very graphic approach to addressing these topics, evoking a sense of hope and the possibility of change. The commercial sees the transformation of the topics from their negative situations to positive ones. The child warrior’s gun becomes a teddy bear, the bound women are released of their torment, and the child labourers find themselves behind computers in school. These scenarios are designed to happen organically, hinting at a dream-state, offering possibilities of what the world could be like if we chose diferently.

Client: Dektor Films & Amnesty International
Producucer: The Ebeling Group
Director: Hilton Tennant
Design, Animation, Compositing: Hilton Tennant, Carl Addy, Dave Hillier
3D Animation: Frank Weber