The handcrafted crochet stop-motion commercial is part of a broader awareness campaign about psychological health in the workplace that aims to prevent psycho social risks such as bullying and harassment.
See Creature Animation has collaborated with Cossette and Rodeo FX Production for Hanging by A Thread, a 60-second stop-motion commercial created for the Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST). The ad is part of a broader awareness campaign about psychological health in the workplace that aims to prevent psycho social risks such as bullying and harassment.
At the heart of the campaign is a visual metaphor: psychological health in the workplace is so fragile it can feel as though it’s literally “hanging by a thread.” The ad features handcrafted crochet characters animated in stop-motion.
“Stop-motion animation naturally has a human touch to it, so it made perfect sense to use stop motion to tell such an emotional story,” said Dale Hayward, co-director and CEO of See Creature Animation.
The narrative follows Harold, an office worker who struggles with psychological violence causing him to unravel - both metaphorically and literally.
The production involved over 20 artists at See Creature, combining traditional and modern techniques. Co-directed by Pierre Dalpé and Hayward, the spot includes characters built with internal metal armatures, wrapped in crochet wool by a team of artists led by Chason Yeboah. The characters’ facial expressions were animated with replacement 3D-printed pieces.
Corrine Merrell led the fabrication of the film's sets and props, which included 3D-printed office environments and hundreds of miniature items. Rodeo FX added their expertise to seamlessly composite multiple layers of stop-motion footage.
“The unravelling of Harold was an early challenge in the production,” said animator Sylvie Trouvé. “We worked closely with Rodeo FX to ensure they had all the photographed elements they needed to make the shots work.”
The campaign will run across multiple platforms until January 1, 2025, including 30 and 60 second television spots, radio, and billboards. The commercial will also embark on a festival circuit in Spring 2025.
“There are ideas, like this little story, that take us on unknown paths and introduce us to incredible artists and craftsmen,” said Jasmin Brochu, Art Director at Cossette. “Thank you to all the craftsmen of See Creature Animation for the love you put into crafting this film.”
Zoé Forest Paradis, the campaign’s copywriter, added, “We feel privileged to work on this mandate with such an important message about psychological health. It’s a beautiful team effort.”
Source: See Creature Animation
Journalist, antique shop owner, aspiring gemologist—L'Wren brings a diverse perspective to animation, where every frame reflects her varied passions.
