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Buck LA and Brainchild Create a Flex Alert

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Handy animation to stem Southern California’s power shortages

Buck LA and Brainchild Create a Flex Alert


With Southern California facing persistent drought, as well as the loss of a major power plant, government and utility energy managers felt an urgent need to remind consumers about what to do if the state called a "Flex Alert" - a warning of potential power shortages. Buck LA and Brainchild were brought on board to create a set of slick PSAs entitled ‘Community’ and ‘Hands’ as well as a film to inform residents when a Flex Alert has been called.

Working under the direction of McGuire & Company, Brainchild developed the creative and the state-wide media plan needed to deliver both awareness/education messages, as well as the actual notice of the need to take action. Partnering with the animation talents at Buck, the campaign revolved around a very simple yet compelling, message: "the power is in all our hands."

Client: Wally McGuire / State of California
Project: Flex Alert California
Agency: Brainchild Creative
Executive Creative Director: Jef Loeb
Creative Director: Chris Chaffin
Executive Producer: Stephanie Heinsohn
Graphics: Buck TV Los Angeles
Creative Director: Ryan Honey
Executive Producer: Maurie Enochson
Producer: Emily Rickard, Ashley Hsieh
Associate Creative Director: Joshua Harvey
Art Director: Sean Dekkers
Designers: Sean Dekkers, Joshua Harvey, Trevor Conrad, Jenny Ko, Ege Soyeur, Alexis Lim
Animation Director: Moses Journey
Lead Animator: Jake Portman
Animation: Moses Journey, Vincent Lammers, Iain Acton, Alexis Lim, Daniel Zhang, Ege Soyeur
Software: After Effects
Music: Sun of Z
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