Bent Image Lab animates United Way PSA ‘Guiding Light’
Skwigly
Chel White was tapped by Bent Image Lab to help direct the animated 2021 campaign Guiding Light for the United Way 211.org promotion.
Fresh off directing animation for Director David Oyewolo’s first feature, The Water Man, White took the reins on Guiding Light to tell the story animated story of the resources available from the 211.org network. Known for his expertise in animation work for brands such as Nike, AT&T, Starbucks, Coca Cola, MasterCard, Office Max as well as CBS, Hallmark TV, Saturday Night Live, Cartoon Network to name a few, White and Bent wanted to provide support for Walton Isaacson’s LA office, the Ad Council and United Way in the effort to expand assistance for those affected by the Covid pandemic.
Told in a sequence of one shot chapters, the arc of each chapter consists of a transition from muted blue and gray tones to a full range of bright and cheerful colors; visually representing people in at-risk situations that then get the help they need through community support. Here, a food insecure family is provided with sustenance, a troubled man finds help in a support group, and an isolated, elderly woman gets assistance from medical professionals.
There’s something deeply satisfying about creating a project that is both beautifully crafted and in service of a worthy cause. It’s a win-win for a director like myself and my crew at Bent Image Lab. Linking arms with the creative team at Walton Isaacson, we were able to create something eye-catching and unique that ultimately plays a critical role in providing everyday people with information and referrals to health, human, and social service organizations.
-Chel White
Chel White is a renowned, award winning animation and visual effects director for television and film. Described as a cinematic poet, he cites dreams and the subconscious as his greatest influences. He has worked with David Lynch, Gus Van Sandt, Thom Yorke,, often depicting the perspective of the outsider looking in. He resides in Portland, Oregon.
See more of the work of Bent Image Lab at bentimagelab.com