Up against the clock

New Zealand Red Cross are not only always up against the clock, they are up against very tight budgets. Creating a simple but powerful device to emphasise the urgency and still connect emotionally with viewers was of utmost importance. The idea of a flip clock, turning over and revealing scenes of international and local aid response fitted the bill nicely. Combined with an under-written script that allowed the clock “tick” to punctuate the drama, it delivers a powerful piece of Charity Appeal work. Thanks to Black Agency for the brief, and Melissa Turkington for her art directional craft.