FCB Health NY and SAFE Project Release "The Snowball" via LOBO

FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.

As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.

Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.

This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through conventional methods. The seamless integration of artistry and technology-enhanced production efficiency elevated the creative standard, resulting in a film that balances timeless craftsmanship with modern innovation.

The project was led by creative director Mateus de Paula Santos, who co-directed with Tiago Marcondes and Diogo Kalil. LOBO's R&D division developed techniques that brought the creative vision to life, including a 2D Diffusion Render, a proprietary interface designed specifically for artists. The 2D Diffusion Render technique combines the human touch with the capabilities of AI, pushing the boundaries of audiovisual production. Together, these innovations enabled animators to transform traditionally animated 2D sequences into highly customizable visuals tailored to each project's narrative and aesthetic needs, allowing for a variety of finishes, including realistic 3D, handmade stop-motion, moving paintings, and more.

“Creating this film required continuous learning,” says Mateus de Paula Santos of LOBO. “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.”

"Every detail of this film was carefully crafted," says Erico Braga, Head of Arts & Craft at FCB Health New York, an IPG Health company. "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."

SAFE Project’s TheSnowball.org provides immediate, accessible resources for those caught in this cycle, whether they're struggling themselves or supporting loved ones.

FCBH: 
CCO: Kathleen Nanda
EVP, Group Creative Director/Head of Art/Art Director: Érico Braga
EVP, Group Creative Director/ Art Director: Fábio Rodrigues
SVP Creative Director/Copywriter: Roberto Vilhena
VP, Creative Director/Art Director: Bob Buzas
VP, Creative Director/Copywriter: Andy Goodman
SVP, Group Executive Producer: Rebecca Binder
Director, Print Production: John Santangelo
Print Production Supervisor: Reid Thomas

Jaded Melody:
Music Supervisor: Mike Boris

Safe Project:
Chief Executive Officer: Jeff Horwitz
Executive Director, Substance Use and Behavioral Health: Leslie Plaia
Director of Communications and Marketing: Mike LaBrie

Bumblebeat:
Audio Production Company: Bumblebeat Audio Hive
Music Directors: Henrique Tanji & Lucas Sfair
Executive Producer: Luisa Hackett
Sound Design: Diego Panico, Henrique Tanji & Lucas Sfair
Mixing & Dolby Atmos Mix: Beto Neves, Henrique Tanji & Lucas Sfair
Mix Assistant: Rafael Angerami

LOBO:
Creative Director: Mateus de Paula Santos
Director(s): Mateus de Paula Santos, Tiago Marcondes e Diogo Kalil
Managing Partner: Luis Ribeiro
Executive Producer Lobo: Su Constantine
Storyboard artist: Rafael Fernandes e Marcos Felix
Head of Production: Marcelo Barbosa
Head of Post Production: Eduardo Silva
Producer: Rapha Stanzani e Jules Loyola
Post-Production Coordinator: Rosangela Gomes
Post-Production Coordinator Assistant: Nathaly Lopes
Post-Production Producer: Eduardo Silva
Editor: Eduardo Silva
CG Coordinator: Alceu Baptistão
Modeling: Lucas Lira
CG Animation: Alceu Baptistão
Lighting & Render: Mauricio Trivelin
Ingest / Conform / Delivery: Isabela Balbo, Marco Tavares e Fábio Augusto
Concept Art: Debora Matsuda, Will Panassi, Rafael Fernandes e Pedro Jones