Creativity

This Poignant Animated Music Video Doubles as a Spot for a Domestic Violence Charity

Refuge Teamed With British Singer Frances to Create Official Video for Her Track 'Grow'

By Alexandra Jardine. Published on Mar 20, 2017

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U.K. charity Refuge has teamed up with Universal Music and singer Frances to release an animated video to raise awareness of domestic violence.

The charity has debuted the film as the official video for "Grow," by Frances, an up-and-coming British singer who was nominated for the "Critics Choice" Award at the recent Brit Awards. The song is included on her debut album "Thing's I've Never Said."

The film is based on the real-life story of Melanie Clarke, a Refuge client who benefited from the charity's support following more than decade of physical and psychological abuse at the hands of her ex-partner. It tells the tale of a sad young woman going out to work in an art gallery each day, then returning home to a house where the silhouette of a man stands threateningly waiting for her in the window. She becomes visibly more isolated and alone due to her experience, her outline almost fading into the background of the London scenes, until she meets someone from Refuge who gives her the courage to break away and start again.

The campaign is by BBH London, with the video created by animation studio Le Cube and directed by Ralph Karam through Not To Scale. Animation Director Clay Kaytis, a former head of animation at Disney who directed "The Angry Birds Movie," worked as a creative consultant on the project.

George Hackforth-Jones, creative director at BBH London, commented in a statement: "'Grow' is a beautiful, bittersweet ballad, and the lyrics chime perfectly with the more positive message we want to put out there about life after domestic violence; that there are people who can see what you're going through, and things can get better. Being the official music video to such a moving song lets us talk to young women in a powerful and unexpected manner. Using animation felt like a good way to tell what is a heartbreaking story in a sensitive and hopefully heartwarming way."

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About

Credits

Date
Mar 20, 2017
Agency:
BBH London
Client:
Refuge
Director:
Ralph Karam
Director:
Le Cube
Production Company:
Not To Scale

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