Opening at a seventh birthday party, the film depicts the birthday girl surrounded by her friends. Suddenly, the girl looks straight into the camera and scowls as terrifyingly as she can. A boy leaping into the arms of an old relative and another being hugged by his sports team follow the same protocol. Directed by Olivier Staub, the film pairs drama with comedy and playfulness. Funny faces in super slow-motion, tracked with an epic score from Paul-Etienne Cote makes one warning cinematically clear - vaccination has begun and Covid-19 should be more scared of kids than kids are of it.
Filosofia
In order to promote the latest vaccine rollout for children in Québec, creative agency Cossette called on director Olivier Staub (represented by Great Guns in USA, UK & Asia) to craft new campaign ‘Grimaces’, where kids show Covid-19 who’s boss.