Squirrel-Sized Safety Tips by Ntropic

Funny is just not a word I associate with safety advertising so this pair of spots for electric utility Southern California Edison starring a fast-talking, no-nonsense CG squirrel is a welcome change.

The spot was directed by Ntropic CCO and founder Nate Robinson with the studio handling all aspects of production including live-action, CG, edit, grade, conform, music, and final delivery.

Ntropic LA EP Juliet Tierney: “When we get the chance to craft the work from beginning to end and establish the most effective workflow, it streamlines the process and allows us the flexibility to be more creative.”

Helen Cho, ECD at Dailey: “Focus groups confirmed few people recalled any messages from safety advertising at all. We needed to create a campaign that would be a departure from anything Southern California Edison had done before.”

Client: Southern California Edison

Agency: IW Alliance (Dailey, GP Generate, and IW Group)
Executive Creative Director/Writer: Helen Cho, Dailey
Executive Producer: Mike Cha, Dailey
Sr. Art Director: Wonee Paek, Dailey

Production/VFX/post: Ntropic
Director: Nate Robinson
DOP: Andy Lilien
Producer: Elisa Morse
Head of CG: Dave White
CG Supervisor: Andrew Cohen
Flame Lead: Amanda Amalfi
Editor: Robb Hoffman
Colorist: Nick Sanders
EP: Juliet Tierney
Producer: Persis Reynolds

Composer: Aaron Robinson @ Emoi Music
Audio: Eric Garcia @ 48 Windows