VML

Agency holiday cards. Every agency does them. Most do them horribly. The task was to make a not-sucky holiday card while thinking of a fun, innovative way to give back to the community.

The CONCEPT

Holiday Perspective

I came up with this idea of changing your perspective to see what really matters during the holiday time, spreading joy, especially to young children who aren’t as privileged as we are. Partnering with Toys for Tots, we created a sculpture in the heart of Union Center that spelled JOY, but only when you changed your perspective to see it. This sculpture was immediately torn down by Kansas City Kids in need. All captured on camera, this was ultimately turned into a microsite. Every time the video got shared, VML donated $1 to Toys for Tots as well as the gifts already donated. We reached our $10,000 goal in less than 2 weeks.

BEHIND THE SCENES

How it Was Done

For nearly two weeks, myself and two motion designers worked above Union Station engineering how to do this and made sure we could replicate it quickly for the main single-take shoot.