Shell unveils the giving pump

Final Frontier, in partnership with VML Atlanta, has released a captivating new 30-second film for Shell’s The Giving Pump campaign. 

This nationwide initiative, returning to over 7,500 Shell stations, encourages consumers to “fill up for a good cause,” with proceeds from designated pumps supporting children’s charities. Directed by Gustavo Leal and Faga Melo from Dirty Work, one of Final Frontier’s renowned director teams, the film beautifully combines stop-motion and animation to tell a compelling story about how everyday actions, like fuelling up at Shell, can have a profound impact on children’s lives.

In the film, the narrative unfolds in a child’s room, where toys come to life in a symbolic representation of the hope and joy brought by the initiative. Speaking about the creative approach, Faga Melo shared, “Our challenge was to not only explain the mechanics of the campaign but also to visually express how Shell’s initiative, and the participation of its consumers, could directly change the lives of many children.” The goal was to craft a visual experience that appeals to adults, but evokes the playful and imaginative spirit of childhood, a reminder of what Shell’s charitable work aims to protect and nurture.