CCTV asked over a billion people to think about China's environment and the repercussions it has on future generations.
Most of CCTV ads had a particularly kind of tear jerking quality about them. We wanted to ZAG. We wanted a film that had a compelling message that spoke to the zeitgeist of the nation; done in a way for masses that was disruptive and fresh. There was a great degree of fear that this could come across as a criticism of the government’s effort(or lack thereof) in curbing pollution.
Yu Kung and I won the Best Director Award at the 2018 Bi-Annual CCTV Public Service Advertising awards for this work.
VFX: Volt Shanghai
