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Deutsch Launches Series of Animated PSAs for the 'Me Too' Movement


Films by Psyop, Hornet, WE ARE ROYALE and Elastic Studios include real stories from Terry Crews and other survivors of sexual violence

Deutsch Launches Series of Animated PSAs for the 'Me Too' Movement
The 'me too.' movement, created by Tarana Burke in 2006 to support survivors and end sexual violence, today releases four PSAs in partnership with creative agency Deutsch.  Through the message “We hear you. We see you. We believe you.,” the PSAs aim to rally survivors and supporters together in the fight to end sexual violence through testimonies from Terry Crews, Emily Waters, Daniela Contreras and an anonymous survivor. The PSAs debuted privately at the “The Inn” House in partnership with HBO at the 2019 Sundance Film Festival.

“The ‘me too.’ movement is part of a collective vision to see a world free from sexual violence,” says Burke. “We can build this world by shifting the parts of our culture that propagate the idea that vulnerability is synonymous with permission. These powerful shorts place the focus back where it belongs: the dignity, humanity and healing of all survivors. These courageous individuals are not alone and we hope that people around the world see their journeys reflected in the words of these brave individuals.”

Using the idea of “empowerment through empathy,” the ‘me too.’ movement supports survivors from all walks of life in hopes of returning them to joy. Through survivors’ own words, these films aim to raise empathy and hope for all. The PSAs will be shared on Burke’s social channels among allies of the movement.

“We have so much respect for the incredible work that Tarana Burke is accomplishing,” say Kim Getty, president of Deutsch’s Los Angeles office. “’Me too.’ is about the power of the collective coming forward to bring empathy to survivors.  For every survivor, there is a supporter and it’s an honor to give our support as an ally of this movement.”

Narrated by the actual survivors, the stories were brought to life through animation that illustrates the emotional journey from pain to healing to ultimately finding a purpose. 

In support of the movement, a collection of agencies and production shops including Deutsch, Steelhead, Hornet, Elastic, Psyop,  duotone and We Are Royale joined forces to create the PSAs. Leading the effort, Deutsch also advised with strategy, design and execution as part of their ongoing partnership, work and support with the organisation.


Client Credits: 
Founder/Chief Strategist (Girls for Gender Equity): Tarana Burke 
Managing Partner, Communication + Engagement (Blackbird): Mervyn Marcano 
Deutsch Credits:
Chief Creative Officer, North America: Pete Favat
EVP, Executive Creative Director + Art Director: Jorge Calleja
EVP, Head of Design: Adhemas Batista 
Creative Director: Carmen Love 
Copywriter: Chelsea Curry 
Art Director: Katie Dittman

Account Planning:
Head of Strategy: Kelsey Hodgkin
SVP, Executive Producer: Mary Ellen Duggan
Senior Integrated Producer: Jesse Pugh Ferguson  

Business Affairs/Traffic:
SVP, Director of Integrated Business Affairs: Gabriela Farias
SVP, Director of Traffic Operations Carie Bonillo
Senior Integrated Business Affairs: Saeyoung Kim  
Account Management:
President, Deutsch Los Angeles Kim Getty
EVP, Group Account Director: Montse Barenna
VP, Director of Experience: Acacia May 
Account Supervisor: Nissa Gutierrez

VP, Director of Communications: Mikaela Liboro
PR Manager: Karina Brennan

Audio Record / Mix
Audio Engineer:  Cayce Sylvester
Managing Director: Ted Markovic
Executive Producer: Adam Becht
Audio Director: Terry Miglin
Producer: Patrick Lewis

740 Sound
Mixer: Chris Pinkston
Executive Producer: Scott Ganary
Producer: Jeff Martin
Assistant Mixer: Will Pugh

Lime Studios
Mix Engineer- Tom Paolantonio, Matt Miller, 
Assistant Mixer - Lisa Mermelstein
Executive Producer - Susie Boyajan 
Producer: Kayla Phungglan

Anthem - Psyop
Director/Designer: Pedro Lavin
Animation Director/Designer: Marika Cowan  
Animator: Mayukh Goswami  
Compositor: Sean Wehrli
Executive Producer: Lydia Holness 
Producer: Jodi Kraushar, Nyenye Kitchings

Anthem - Psyop
Director/Designer: Pedro Lavin
Animation Director/Designer: Marika Cowan  
Animator: Mayukh Goswami  
Compositor: Sean Wehrli
Executive Producer: Lydia Holness 
Producer: Jodi Kraushar, Nyenye Kitchings
Daniela - Hornet
Production Co: Hornet
Director: Natalie LaBarre
Executive Producer: Hana Shimizu
Head of Production: Sang-Jin Bae
Development Producer: Kristin Labriola
Senior Producer: Cathy Kwan
Editor: Stephanie Andreou
Production Coordinator: Riley Spencer
Storyboard Artist: Natalie LaBarre
Designers: Natalie LaBarre, Sami Healy, Sara Litzenberger 

Lead Compositor: Mike Luzzi 
Animators: Angela De Vito, Natalie LaBarre, Sami Healy, Sara Litzenberger
Animation Interns: Andres Padilla, Ella Dobson, Kathleen Gleeson, Seongjin Yoon

Compositor: Ted Wiggin

Emily Waters – Elastic Studios
Design Studio: Elastic
Creative Supervision: Heidi Berg, Lisa Bolan
Type Designer: Benjamin Woodlock
Animators: Steven Biggert, Earl Burnley, Alex Silver
Cel Animation: Michael Relth, Jahmad Rollins
Editor: Rachel Fowler
Senior Producer:  Paul Makowski
Head of Production:  Kate Berry 
Executive Producer:  Luke Colson 
Managing Director:  Jennifer Sofio Hall
Anonymous & Terry Crews - WE ARE ROYALE
Executive Creative Director, Partner: Brien Holman
Executive Director Brand Partnerships, Partner: Jayson Whitmore
Managing Director, Partner: Jen Lucero
Senior Art Director: Juliet Park
Art Director: Heather-Lynn Aquino
Executive Producer: Heather-Lynn Aquino
Executive Producer: Rhys Demery
Head of Production: Eric Zapakin
Design Team: Juliet Park, Heather-Lynn Aquino, Yoyo Wang, Eleena Bakrie, Arthur Metcalf, Matty Deans
Animatation Team: Hyungsoon Joo, Matty Deans, Arthur Metcalf, Zak Tietjen
doutone – Music
Note: They purposely use lowercase letters in “duotone audio group” and “duotone audio post”
Music Company: duotone audio group 
Managing Director: David Leinheardt 
Executive Producer: Ross Hopman 
Producer: Gio Lobato 

Sound Design: duotone audio post 
Sound Designer: Juan Aboites & Andy Green 
Executive Producer, Audio Post: Greg Tiefenbrun

Musicology: Dan Dixon
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Genres: Storytelling, People, Dialogue, Animation

Categories: Corporate, Social and PSAs, Social

Deutsch LA, Wed, 30 Jan 2019 10:32:44 GMT