For this campaign for The Salvation Army, Moth teamed up with The Richards Group to embrace the message of gratitude and compassion during the holiday season. One of the key things to get right with the look of these spots was the balance between traditional and contemporary. They needed to reference the long history of the Salvation Army, have the nostalgic warmth of the holiday spirit, but also clearly talk about the contemporary situations that resonate with people in 2017. Through Moth's beautiful—even poetic—use of animation and illustration infused in the narrative, we are left with an elegant tale full of kindness, generosity, and tenderness that is all too needed in our current world.
