“Diamonds for Futures” for the Diamond Empowerment Fund is the latest from Blacklist, directed by Waytion, via JWT New York.

Blacklist is a a mixed-media production company based in New York alongside sister company Psyop. Blacklist has a roster of international directing talent.

Waytion is a Stockholm based directing collective and animation studio. They execute their projects through all stages, from pre to post production, including directing live-action film, illustration, 2D and 3D animation, vfx and editing. The majority of their work is oriented towards music videos and commercial production. Waytion began collaborating with Blacklist on US based productions in 2008.

Notes from Waytion about the DEF project:
Our main goal was to create a spot that feels as "non-posted" and "non-overproduced" as possible. Ideally, the viewer should be convinced that actual drawings were made in camera. After much debate on methodology we decided to make the whole piece in stop motion. We shot live action with a still camera to create our initial body of elements. We locked a rough cut, made adjustments to the still imagery, and began animating frame by frame. The biggest challenge was to make the animation timing work with the live action stop motion rhythm. This was a very tricky process requiring a lot of trial and error. The last week of the project, we fine tuned the animation by adjusting the quality of the animated lines, their texture, and the compositing to live action. We wanted to achieve some smudgy moments and in general to feel as though the drawing was actually being applied to the skin. We are thrilled with the end result.

Martin Burström was the creative director on the project, as well as the illustrator and primary animator. He is also a co-owner of Waytion and has been with the company since it started in January 2003. He is well regarded as an awarded director of music videos and broadcast graphics in Sweden.


Credits:
Title: Diamonds for Futures
Client: Diamond Empowerment Fund
Executive Director, Diamond Empowerment Fund: Ellen Haddigan
Director, Diamond Information Center: Sally Morrison
Creative Agency: JWT New York
Co-President/Chief Creative Officer: Ty Montague
Executive Creative Directors: Walt Connelly, Kash Sree
Creative Director: Rob Omodiagbe
Copywriter: Bee Reynolds
Producers: Scott Chinn, Jennifer Mastrorilli
EVP, Business Director: Richard Lennox
Account Directors: Colby Shergalis & Jamie Cadwell
Account Manager: Lauren Rodwell

Production Company: Blacklist, New York
Executive Producer: Adina Sales
Producer: O'Hara Tudor & Rich Rama
Production Coordinator: Alexander Unick

Animation Company: Waytion
Director: Martin Burström
Producer: Erik Gullstrand
Gaffer: Fredrik Wenzel
Production Assistant: Turtle Rydelius
Stylist: Sara Nordlöf
Make-Up: Maria

Music: Sound Lounge


About the Diamond Empowerment Fund

Founded in 2007, The Diamond Empowerment Fund™ (D.E.F.) is a non-profit international organization with the mission to raise money to support education initiatives that develop and empower economically disadvantaged people in African nations where diamonds are a natural resource.

Established by individuals and businesses in the diamond and jewelry industries and others who are committed to the empowerment of Africa, we believe education is one of the most critical elements that powers society and empowers individuals to realize their full human potential. D.E.F. endeavors to partner with African education organizations that have a proven methodology for helping young people achieve success through self-determination, focus, and opportunity.