This was an unusual collaborative project: after approaching AIDS Vancouver, we suggested local agency Rethink as collaborators. AIDS was on the rise again among young gay males - a demographic that' oversaturated with messages - so Rethink was a perfect choice to bring a much needed alternative approach to AIDS advertising. Since the copy is so hard hitting and the subject so visceral, we went with as much physical texture as possible. The pills were pencil animated, then artworked with oil paint and conte. We shot them on a Nikon D1, then composited them with several layers of dirt, hair, and liquid, distorting filters and flickering lights. Lens change transitions were stop motion: we removed the lens physically from the camera.
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