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What Are We Allowing?

Industry: Professional & Public services
Media:TV & Cinema
Style: Minimalism
Write a short summary of what happens in the film

In recent years, viral challenges took social media by storm. Dangerous challenges encouraged kids to imitate them, exposing them to dangers that parents are still mostly unaware of.

To launch Tuby, an app that protects children from inappropriate online content by only featuring child-friendly videos, we created a film that hits the problem at its heart to raise parents’ awareness.

Parents lived through the horrifying experience of watching kids carry out some highly dangerous viral challenges. It then ends with an alarming message that makes parents take a long, hard look in the mirror.

*We received written consent from the parents of each cast member before the stunts were performed. An ambulance was on set and on standby at all times. No one was harmed or injured during the process of shooting this commercial.

Tell the jury anything relevant about the direction. Do not name the director.

Viral dare challenges are literally the worst parts of the internet come to life. To think that young children are filming themselves doing absurdly dangerous challenges is a descent into a new territory of horror. We chose not to mirror the manic style of these videos but instead to have very composed, deliberate staging and sound design. We didn’t want to be overly sensational nor editorialize too much. To that end, we had the performances play very neutral creating a deeply creepy effect. In terms of story, we wanted the responsibility of these actions to be squarely with the parents. So we had each of the kids looks directly at the audience. We used subtle thematic symbolism with a circular halo around each kids’ heads in certain shots. Although the film can be genuinely scary, the filming of it was perfectly safe at all times.
Production Company:
Cannes Lions International Festival of Creativity 2019
Shortlist Film Craft
D&AD 2019
Shortlist Casting
Casting for Film Advertising
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