| Title | Baby |
| Agency | LG2 |
| Campaign | It Has To Stop |
| Advertiser | Société de l'assurance automobile du Québec (SAAQ) |
| Brand | SAAQ |
| Date of First Broadcast/Publication | 2020 / 1 |
| Business Sector | Insurance |
| Philosophy | The intriguing cinematic piece uses stunt performers and impactful photography to recreate brutal collisions that occur when drivers become distracted. Creating a unique campaign out of a sadly common situation, the film highlights how one deadly mistake can trigger an infinite loop of disasters. Mixing a range of techniques, the campaign was shot entirely through still images. Wanting to explore an entirely new direction, director Olivier chose not to shoot in a traditional high frame rate, instead recording a large amount of detail in each photographed frame. To push the loop of accidents into infinity, he kept the layers of story independent with a mix of photography, CGI, traditional retouching, composition, and 3D mapping. |
| Media Type | |
| Length | |
| Creative Vice President | Luc DuSault |
| Art Director | Vincent Bernard |
| Art Director | Jean Lafreniére |
| Copywriter | Andrée-Anne Hallé |
| Account Director | Alexandra Laverdière |
| Account Manager | Camille Savard |
| Media Agency | Touché! phd |
| Director | Olivier Staub |
| Director of Photography (DOP) | Olivier Staub |
| Production Company | Great Guns USA |
| Producer | Frederick Quintal |
| Sound | Sylvain Roux |
| Sound | Boulevard |
| Photography / Retoucher | Visual Box |
| Animation | Jean Marc Laurin |
| Visual Packaging | Shed |
| Animation | Shed |