Toybox NZ animation director Andrew Newland and Clems Sydney launch new spot for Dry July

Imagine what you could achieve without a hangover? This is what Toybox animation director Andrew Newland was tasked with in the 2014 Dry July launch video via Clemenger BBDO, Sydney.

Dry July is a fundraiser that challenges people to give up alcohol for a month to support adults living with cancer.  The launch film takes viewers on an irreverent animated roller coaster ride through bloodshot eyes, past goats, nudity, greasy breakfasts, and slow boats to North Korea before teasing us with the alternate possibilities of living booze-free for a month.

VIEW THE FILM

Graphic, loose and heavily stylised, the handcrafted ode to sobriety treats a weighty subject matter in a light-hearted and playful manner. 

Says Newland: “I loved the rapid-fire and wonderfully left-field vignettes described in the script. The animation process was fast but the style that we went with was a perfect fit for Dry July. Some projects are a lot of fun to do and this was one of them.”

To make the tight deadline, artists from around the globe worked on the film at the same time, hand painting hundreds of individual frames, which were finished and mastered at the Toybox studio in Auckland.

Says Nanette Miles, Toybox executive producer: “More and more we’re working across time zones with artists and clients from different parts of the world. It’s a challenging but exciting way to work. Having the right team and infrastructure around us here is the key.”