The California Endowment aims to tackle the the issue of life expectancy disparity in California in this new advertisement from Preditorial. The spot was directed and animated by William Campbell and Will Johnson of Gentleman Scholar, edited by Whitehouse Post and shot in Los Angeles, highlighting the effects our surroundings can have on our health in California communities and bringing a greater understanding to the foundation's motto: Health Happens Here.
The purpose of the ad was to "inspire viewers to shift their definition of health away from conventional thinking (doctors and diets) and toward a shared responsibility for improving the health of our state by improving the places where we live, work, and play," The California Endowment explains.
Using this framework, the Gentleman Scholar team took the script and created a variety of looks that spoke to the potential positive effect of this message on underserved communities. Gentleman Scholar settled on a somewhat raw look for the film, using "a celebratory style for the 'transformative' design elements and characters that make the somewhat desolate locations come to life in a hopeful and optimistic fashion," details directing duo Johnson and Campbell of Gentleman Scholar.
Gentleman Scholar was involved in nearly every stage of production. They created an original treatment based on the script and story, shot and directed all of the live action, and handled post-production (edit, design, character design, animation, final color/conform and final music and audio) in their Los Angeles office.