SIRE

SIRE (Foundation for Idealism in Advertising) and 180 Amsterdam have made this campaign to create a new awareness about divorce, and just how harmful the effects of a ‘bad’ divorce can be for children. Also, how these effects can last for the child’s entire life, shaping their behaviour and experiences in years to come.

Paul, our lead Flame artist on the project said; ‘The campaign is visually hard-hitting and I had to make sure the tattoos themselves looked tough and permanent to convey the depth of the idea. In one scene where the new tattoo is being drawn on, I needed this to look visually different from the others – newly inked so much more raw and painful. It was a great campaign to work on so closely with Ariel from Partizan and the finished ads look fantastic.’