Anatomy of a good gesture

Video type

Awareness-raising video for butchers

Customer

AG2R

Agence / Studio

Role

Objective

Butchers make repetitive movements that can lead to chronic back pain. The purpose of this video is therefore to remind them that an act, however small, can lead to severe back pain.

“Can the flapping of a butterfly's wings in Brazil cause a tornado in Texas?” This question from Edward Lorenz, better known as Butterfly effect, is the basis of the concept of this video: how can a small gesture that is completely trivial cause unbearable back pain?

Co-directed with Éric Michel, we chose to mix live video and stop-motion in order to allow us movements that were impossible to reproduce otherwise.
We also wanted a memorable video for the audience.

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