Good Oil’s Novemba directs moving campaign for Amazon and The Ad Council via Academy Films
Directing duo Novemba, represented by Good Oil in Australia and New Zealand, has recently directed a slice-of-life campaign about teen mental health for Amazon and The Ad Council via Academy films, sharing the powers of speaking through song.
Communicating with teens about mental health can be tough and isolating, for young people and for parents. This difficulty prompted The Ad Council and Amazon to collaborate to create When You Can’t Say It, Play It, a new tool which invites parents and caregivers to initiate conversations about emotional wellbeing with young people. When a parent finds a song they want to share with their teen, they can then ask Alexa to send it to them.
Produced by Amazon Ads Innovation Lab, Novemba directed the two-minute short film ‘Muchas Flores’ to promote the bilingual digital experience, resulting in an emotional and deeply felt exploration of a mother and daughter’s uneasy attempt at connection. The duo captured nuanced performances, letting silence speak more than words through small gestures, expression and body language that create tension. The two find deeper connection through Ambar Lucid’s song ‘Letter to my Younger Self’ – a touching reminder that music is the universal language.
When You Can’t Say It, Play It is a first of its kind digital experience in both English and Spanish, allowing people to search emotions like ‘happy’ or ‘sad’ prompting a search of Amazons music library containing over 100 million songs.
Says Heidi Arthur, chief campaign development officer at the Ad Council: “We know parents and caregivers everywhere have experienced hitting the ‘I’m fine’ barrier. We’re proud to once again work with Amazon… to leverage their technologies as a bridge for mental health conversations between parents and teens.”
Find more of Novemba’s work at: www.goodoilfilms.com/director/novemba/
For enquiries:
Sam Long, EP Sydney – sam@goodoilfilms.com
Simon Thomas, EP Melbourne – simon@goodoilfilms.com
George Mackenzie, MD Auckland – george@goodoilfilms.com
Ad Council ‘Sound it Out’
Production Co.: Academy Films
EP: Medb Riordan
Producer: Steve Overs
DoP: Natalie Kingston
Casting Directors: Casting Double
Creative Agency: Amazon Brand Innovation Lab
Principal Creative Director: Dustin Duke
Creative Director: Sara Wald
Sr. Art Director: Kevin Reilly
Copywriter: Andrew Burke
Executive Producer: Carrie Schaer
Local Prod Co: Tantor Films
Producer: Natalia Martin
Art Director: Daniela Clementi
Edit Company: Cartel
Editor: Sophia Lou
Executive Producer: Viet-An Nguyen
Sound Design: Barking Owl
Sound Designer: Gus Koven
Executive Producer: Ashley Benton
Colour: Rare Medium
Colourist: Mikey Rossiter
Executive Producer: Heath Raymond
Post: Transformer
Lead Flame Artist: Chris Homel
Jr. Flame Artist: Ted Stanley
Head of Production: Emily Avoujageli
Sr Producer: Caroline Anguiano
2 Comments
As a father of 3 and the oldest now 12 yo. Past few months been the hardest. I am lost as my position as a father has been shifted from an easy hero role to something else I am not even able to label. In the transition my wants around being able to support my daughter goes wrong more often than right. This gave me hope thank you.
Go talk to a therapist mate — don’t watch an ad.
Not saying that as an insult or to be disparaging, but genuinely mean it.
Learning to talk about your emotions (which you’re obviously self-aware enough to understand) is the key to growing with your kids’ needs and adapting to the new role you need to play in their life as they venture into their teenage years.
It might not solve what they need from you as a Dad (only they can do that) but it will help you learn what you’re struggling with in your role as a father.
Good luck x