For many people, death is an uncomfortable topic, so Hornet directors Moth decided to confront the subject head-on. Teaming up with Saatchi&Saatchi and Marie Curie, the aim of this campaign was to highlight the way people use euphemisms to talk about a very difficult subject, the ‘D-word’. Marie Curie is a charity that specializes in caring for people with a terminal illness and S&S approached us to help them tackle the collective unwillingness people have with starting a real conversation about it.
Agency Saatchi & Saatchi London
Client Marie Curie
CCO Guillermo Vega
ECD Dan Treichel
Creatives Sarah Heavens, Ryan Price, Maria Suarez-Inclan
Producer Ally Dean
Music Finger music
Composer Craig Brown
Singer Callum Venice
Engineer Mark Hills
At the beginning of production, Moth decided with S&S that the closer the visuals were to everyday objects and situations, the funnier they would become in this context. This meant staying away from anything anthropomorphised—like a pencil with arms and legs, for instance—and instead going with something more realistic like a stick of butter with a pair of googly eyes stuck on it. The impact of this decision allowed the wit and humour of each of the euphemisms to land swiftly rather than the viewer questioning what or where these animated characters were. After creating realistic and believable textures for each concept, Moth employed tight camera crops of objects to play with bold colors for backgrounds and real-world lighting. This decision created the cheery death-odyssey that starkly contrasts with the serious subject matter of the film.
Moth is a multi-award-winning animation studio formed by Daniel Chester, Dave Prosser, and Marie-Margaux Tsakiri-Scanatovits.
Since collectively graduating from the Royal College of Art, they have quickly become renowned for their perceptive, emotive storytelling. Whether it’s examining the looming threat of artificial intelligence, the effects of rainforest deforestation, or the plight of refugees, their colorful, hand-drawn animation style and narrative cadence possess a maturity and profundity.
Their projects have been screened and awarded in festivals worldwide, including a BAFTA nomination for Matter Fisher in 2011, a British Animation award for HIAS: For the Refugee in 2016, a D&AD Graphite pencil and Annecy Crystal Award for their New York Times piece Modern Love: A Kiss, Deferred in 2016, as well as an ADC Young Gun Award and a YCN Professional Award for their greater portfolio of work.