GoFundMe Releases Stirring Animated Film Of Real Lives That Were Saved In 2022
Video screenshot via GoFundMe
It’s been a challenging year rife with natural disasters and war. Though, it’s in times of strife that humanity proves its strength and empathy for one another.
On GoFundMe, the power of humankind is evidenced in numbers—the crowdfunding platform has recorded one donation for every second in 2022. The organization is paying homage to how acts of kindness have made an imprint on people’s lives with a touching yet delightful short film called The Bigger Picture.
The spot starts out with an artist painting a street mural, which comes alive and illustrates moving scenes of real-world instances where donors have turned things around for recipients. The imagery was generated by LA-based Paul Trillo of production firm ArtClass using AI art technology—another product of 2022—specifically DALL-E and Stable Diffusion, and features a generative style of paint brush strokes. WPP-owned digital design agency AKQA produced the film.
The colorful scenes portray how donors have helped a 94-year-old veteran rebuild his home after a fire, a family on its mission to distribute free food to their local community; a sanctuary as it rescued animals that were displaced by Hurricane Ian; vulnerable communities in Ukraine gain access to food, medical services, and shelter; and more.
Trillo explains that he wanted to conjure up a mural “where every frame looks like a painting.” He adds that this particular style couldn’t have been possible six months ago, when AI art generators hadn’t yet broken into the mainstream.
Alex Anderson, senior director of brand and creative at GoFundMe, says the film endeavors to thank donors for lending a hand and remind them that “every act of help adds up to make a meaningful difference.”
[via Ad Age and The Drum, video and screenshots via GoFundMe]
