Creativity

This Disturbing PSA Reveals the Ugly Truth Behind the Facade of Social Media Posts

Film by Nonprofit One Love Will Be Shown In Schools and Colleges

By Alexandra Jardine. Published on Sep 14, 2017

Editor's Pick

A chiling PSA from U.S. nonprofit One Love, which aims to raise awareness of abusive relationships, reveals how, behind the "perfect" relationships often portrayed in social media posts, a very different truth may lie.

The film, directed by Rachel McDonald of Tool North America and with post-production by Framestore, tells the story of Will and Zoe, whose relationship starts to show signs of unhealthiness early on, despite the romantic photos and "likes" on social media. Although to begin with, they're in love, he's quickly shown to be possessive, moody and a little stalker-ish and by the end of the film, despite his romantic notes and bunches of flowers, we're starting to be afraid for her safety. The film cleverly juxtaposes the developing story with the couple's previously smitten text messages and social media posts, which only masked the underlying issue. Framestore's creative studio was responsible for adding the effects.

The video launches online with the 10 individual vignettes across One Love's social channels. One Love is taking the campaign to high schools and colleges to be included in their curriculum along with a "Behind The Post" discussion guide.

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About

Credits

Date
Sep 14, 2017
Client:
One Love
Production Company:
Tool of North America
Director:
Rachel McDonald
Post Production:
Framestore
Managing Director:
James Razzall
Director of Production:
Bethan Thomas
Flame Lead:
Humberto Reynaga
Design Director:
Anthony Gibbs
AFX Artist:
David Quiray
AFX Artist:
Will Golladay
Senior Color Producer:
Andrew McClintock
Senior Colorist:
Beau Leon
Senior VFX Producer:
Morgan MacCuish
Senior VFX Producer:
James Alexander
Senior VFX Producer:
Bomyee Hwang
Editorial Company:
Cabin Edit
Editor:
Isaac Chen
Editor:
Lauren Brown

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