The animation team at Gimmick Studio in Montreal strike an careful balance between dark humor and harsh reality in this series of films about the perils of gang life for the Alberta Law Enforcement Response Team thru Omnicon Production.

Francois Dulac, partner/COO at Gimmick Studio: “The most exciting aspect of the project was the freedom to push creative ideas that usually get shut down in traditional campaigns. Because the subject matter involved drugs, weapons, and gang culture, we had the chance to step outside the comfort zone of polished marketing and explore a more daring approach.
 

“The most exciting aspect of the project was the freedom to push creative ideas that usually get shut down in traditional campaigns.”

 
“The main challenge was striking the right balance between entertainment and messaging. The videos needed to flow naturally and grab attention, but without tipping into parody or losing credibility.

“Every choice in animation style, pacing, and humor was calibrated to achieve that balance. Scenes like the horse snorting cocaine were intentionally provocative, but always designed to remind young viewers that joining a gang is genuinely dangerous. In the end, the project stands out as a bold mix of craziness, and strong messaging.”
 
 

 
Client: ALERT (Alberta Law Enforcement Response Team)

Agency: Omnicon Production

Production: Gimmick Studio
Director: Gimmick Studio

Audio/Sound Design: Grayson Music