Sunshine, MPC and BE COOL BE NICE® Release New Campaign

Sunshine and MPC have collaborated with the anti-bullying movement BE COOL BE NICE® to produce  an animated music video and book featuring characters created with design direction from a cast of fashion all-stars.

The film’s characters have design and creative input from Christopher  Bailey (Chief Creative Officer, Burberry), Pat McGrath MBE (Founder, Pat McGrath Labs), Chaos Fashion (super stylists of Fendi etc Charlotte Stockdale  and Katie Lyall), Henry Holland (Founder, House of Holland) and more. The characters originate from the BE COOL BE NICE® book, on sale from 9 November 2017 in the UK (and on sale now in the US).


The official BCBN book is aimed at everyone between the ages of 1 to 165 (and is especially for those of us in touch with our inner child). A work of art on every page, the book has been curated by the BE COOL BE NICE® design team with artistic direction from Lenny Kravitz’ NYC based design studio, Kravitz Design, and Chaos Fashion (superstylists of Fendi; Charlotte Stockdale and Katie Lyall). The cover illustration was created by legendary co-designer of the Apple Watch, Marc Newson, and the book also features imagery from Marc Jacobs, Burberry, Pat McGrath, DSquared2, Emilio Pucci, Neil Barrett, Henry Holland, Mary Katrantzou and more. Through a host of animated characters and thought-provoking activities, the book’s rhythmic prose delivers cool reminders to be kinder. It encourages readers to reflect, learn and get positively creative, both on and offline.

The book is accompanied by an interactive app (iTunes/App Store and Google Play for iPhone, iPad and Android devices) to unlock additional content, delivered by influential pop culture icons. Additionally, BE COOL BE NICE® is the first and only book to feature a trigger on the front cover, which reveals exclusive Snap x BE COOL BE NICE® lenses featuring the BE COOL BE NICE® song.

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The international BE COOL BE NICE® movement is aimed at helping to combat  cyber-bullying by encouraging people to communicate and use social media in a positive and proactive way.

Al MacCuish, Founder & Creative Chairman, Sunshine says: “Be Cool Be Nice® is a dream partnership for Sunshine. Using creativity as a tool for good is part of our core values, and this cast of creative powerhouses  on board are testament to the significance of this movement.”

Alex Snookes, VFX Supervisor (2D), MPC says: “Working closely with Sunshine, MPC’s team of ‘Life’ artists turned to music video nostalgia whilst bringing it bang up-to-date in order to create content a younger audience will enjoy – and with an awesome cast of CG characters to boot. Such a fun project and the cause makes it so much more rewarding”.

The BE COOL BE NICE® movement launched last year with help from Kendall Jenner and Willow Smith on the covers of Garage magazine (Fall/Winter2016) and an unprecedented Snapchat x BE COOL BE NICE® collaboration.

The BE COOL BE NICE® movement has also seen a Times Square takeover with animation by Sunshine and a window  installation at The Conran Shop. The film will be distributed on Viacom’s network as interstitials  on MTV and Nickelodeon.

About the Campaign

MPC’s brief was to create a playful throwback film that is relevant and engaging for a young audience today. To create the all-star cast, MPC harnessed its dedicated ‘Life’ team – a specialist multi award-winning character and creature group within the advertising studio. The dedicated group harnessed their specialist technology and expertise (and magic) to create the engaging and memorable film. Paying homage to the likes of Biggie Smalls and Vanilla Ice, each animated character throws its own set of crafted nineties music-video dance moves.

MPC’s concept artists took 2D sketches and transformed them into characters taking on a 3D presence. The team then used cutting-edge software to build skeleton rigs for each character before animators set to crafting posture and movement. Facial movements around the characters’ mouths were uniquely ‘treated like stop-frame animation’, keeping singing movements simple to add to their cartoon-like and stylistic quality. Leo the bear is the definitive leader of the pack. He was designed with a tough-guy stance and posture and his oodles of attitude were also depicted with key visual motifs, such as his oversized sunglasses and physical gestures, from shoulder shrugging to exaggerated arm folds.



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