Lifelong Friendship Encourage Teens to ‘Own Your C’

From the wildly creative minds of New York-based motion graphics, design and directing collective Lifelong Friendship Society (LFS) and Denver-based ad agency Cactus comes a series of five uniquely crafted :15 spots for Colorado’s revolutionary teen tobacco prevention campaign, Own Your C (Own Your Choices). The spots expand on the message of choice and direct viewers to ownyourC.com 2.0, an online social networking community that encourages to share, connect and influence dialogue about important social issues.

Helmed by LFS CD/Director Brian Close, the campaign melds live action, stop-motion animation and inspiring design work to deliver empowering messages of choice in engagingly unpredictable ways.

“We’ve partnered with the State Tobacco Education & Prevention Partnership (STEPP) for three years to approach teen tobacco prevention in a totally different way,” says Cactus producer Danielle Bryan. “LFS was a logical choice to collaborate with on the TV spots for Own Your C 2.0. Thinking outside the box is an intrinsic part of the LFS DNA, and they gave each spot unique personality to really complement the Own Your C campaign.”

“It’s important to reach teenagers in a way that’s in synch with their vernacular. This generation makes films with cell phones, composes music with handheld video game systems and makes spontaneous blog posts on the run,” says Close. “In order to mimic this spirit of youthfulness, we placed heavy emphasis on spontaneity and creativity throughout every aspect of the effort.”

In the stop motion animated “Plugging In”, the need to connect is explored as a lone plug looking to make a connection sparks a chain reaction in other hooks, cables, wires and fasteners to connect with other like-minded objects.

“Sun Moon” uses organic two-dimensional animation and nature’s ripple effect as a metaphor for how one action can influence the environment immediately around us.

The live action “Refreshing” opens with a man selfishly gorging on a watermelon only to realize the fruit tastes best when shared.

“Wireless Theatre” is a live action spot that finds a man digging a hole and traveling underground to deliver a cable to his friend so they can connect.

The stop motion/live action hybrid “Species” expands on the theme of sharing as a man and woman stand face to face, taking articles of clothing, jewelry and body parts off of themselves and applying them to each other to make an entirely new, unexpected creation.

The Own Your C TV spots are the latest in a string of high profile jobs for LFS. Recent campaigns for the NBA, Levis, MaxMara and Microsoft are transforming the collective into one of the most vital and original creative voices in the industry. With a dedication to understanding the needs of their clients while pushing the creative envelope, they are poised to become one of the most in demand design animation and production houses in the industry.

About Lifelong Friendship Society:
Lifelong Friendship Society (LFS) is an industry leading motion graphics, design and directing collective headed by Co-Founders/Directors Brian Close, Jason Jones, Travis Spangler and Partner/EP Dan Sormani. Based in Brooklyn, NY, LFS has become one of the most creative and sought after companies, melding untamed visual experimentation and paradigm shifting design sensibilities across a variety of mediums including: print, broadcast, TV, commercials, short films, music videos and interactive content.

The Creds:
Client: Own Your C
Spot Title(s): Plugging In, Sun Moon, Refreshing, Wireless Theater, Species
Airdate: November 2008

Agency: Cactus
Creative Director: Norm Shearer
Art Director: Chris Cox
Copywriter: Lee Perlman
Agency Producer: Danielle Bryan

Production/Post (Color Correct/Visual Effects): Lifelong Friendship Society
Director/Designer/Composer: Brian Close
Designer: Travis Spangler
Animator(s): Alex Miller, Mark Phillips, Tim Haldeen
Editor: Amilcar Gomes
Props/Costume: Pastor Alvarado
Music/ Sound Design: Ant Food (Sun Moon)
EP: Dan Sormani
Producer: Bridgette Spalding




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