Full-service healthcare marketing agency FCB Health New York, in collaboration with SAFE Project and creative studio LOBO, has released "The Snowball," a powerful animated short film that highlights the link between winter and increased alcohol misuse.
Set to Billie Holiday’s haunting track "Everything I Have Is Yours," the film uses innovative animation techniques to deliver a visually striking message.
Erico Braga, head of arts & craft at FCB Health New York, said every creative decision was made to reinforce the film’s emotional impact:
“From the insight about increased alcohol misuse during winter to craft choices like using paper animation to reflect human fragility against the snowball symbolizing alcohol’s impact on our main character’s life. Billie Holiday’s song further added momentum and emotional depth to the story.”
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Produced with traditional animation techniques complemented by AI-driven tools, "The Snowball" showcases a unique visual style crafted through LOBO’s proprietary 2D Diffusion Render.
This method allowed animators to seamlessly blend handmade artistry with advanced rendering to enhance the narrative’s emotional depth.
LOBO Creative Director Mateus de Paula Santos shared that creating The Snowball was both a collaborative and innovative endeavor:
“Through 2D Diffusion Render, we combined human expertise with AI to merge nostalgia with innovation.
Everyone participated in all phases, from the first sketches to the final draft, to the development of the best handcraft design, getting the rights to Billie Holiday’s music, incorporating AI Rendering, and the challenge of putting together storytelling and scientific data.”
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The timing of the film aligns with Dry January initiatives and aims to support SAFE Project’s mission of providing resources for individuals and families affected by alcohol misuse.
Visitors to TheSnowball.org can access immediate help and guidance, emphasizing the campaign's actionable purpose.
Through its unique blend of artistry, technology, and storytelling, "The Snowball" serves as a poignant reminder of the risks associated with wintertime alcohol misuse.
Alcohol Misuse During the Winter Months
The short film opens with the sound of roaring wind as snow falls heavily over a small town. The scene shifts to a bar and a man in a scarf making his way inside.
The bar is lively, and the man settles at the counter. He brushes a clump of snow off his shoulder, which rolls into a small snowball and comes to rest on the counter just as he takes a sip of alcohol.
The scene transitions as the snowball rolls out into the street, paralleling the man’s experience as he misses the bus home.
The snowball then perches on a bench beside him, visibly growing larger.
What starts small could have a giant impact. The Snowball. A short film about cold weather and alcohol. See it now at: https://t.co/U514EBaIlu#AlcoholAwarenesspic.twitter.com/7XKuHWPHh1
— SAFE Project (@SAFEprojectUS) January 21, 2025
In the next shot, the man is on a bus, sitting beside the now larger snowball and a woman who looks visibly irritated. The man discreetly takes a swig from a small flask of alcohol.
The story moves to an office setting, where the man sits at his computer as a party unfolds around him. The snowball lands on his desk, consuming his computer and a framed photo of his family.
What follows is a series of scenes showing the man’s repeated visits to the bar — sometimes with a companion, but more often alone — always accompanied by the ever-growing snowball.
The subsequent scenes depict the man’s life unraveling. He drives carelessly, drinks at home, and ultimately loses his wife and child.
In a desperate moment, the man runs out of his house, followed closely by the now-massive snowball. He hurls his alcohol bottle at it, but the snowball overwhelms him, rolling over and engulfing him.
The snowball crashes off the road, leaving the man clutching the framed photo of his family. In the final moments, he emerges from the snowball, still holding the photo, and walks away.
Brands have been creating campaigns that tackle societal issues with emotional storytelling, aiming to spark conversations and inspire meaningful change.
Previously, Canadian telco Bell Canada also launched a series of spots that tackle mental health among the youth.
