SAFE Project’s snowball effect

Agency FCB Health and production studio LOBO have collaborated to launch this moving animated campaign for SAFE Project, an organisation tackling the addiction fatality epidemic.  

Directed by Mateus de Paula Santos, the film follows one man as a quick liquor run slowly devolves into a full-blown addiction, represented by a snowball gradually growing beside him, set to the haunting tune of Billie Holiday’s Everything I Have Is Yours.  

It was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through conventional methods. 

“Creating this film required continuous learning,” says Mateus de Paula Santos of LOBO. “Through 2D Diffusion Render, we combined human expertise with AI to merge nostalgia with innovation. Everyone participated in all phases, from the first sketches to the final draft, to the development of the best handcraft design, getting the rights to Billie Holiday’s music, incorporating AI Rendering, and the challenge of putting together storytelling and scientific data.”