Andrew Fackrell about "A Guardian"

Andy Fackrell
Creative Director ...


What was the original brief for this campaign?

 

Drone technology is proving an unlikely saviour to Africa's wildlife. How can we emotionalise the message to get people to donate just $5 per month to support the local rangers.
In a few words, tell us about your role in the creation of this work
I wrote the film, and easily convinced my old colleague, now director, Sam Coleman to direct it.
What inspired you to approach the campaign in this way?
I'm always trying to find an emotional trigger that's not expected. Collective nouns, something that romanticises animals provided that hook.
How difficult was it to sell the idea to OverAndAboveAfrica ?
They loved it on first presentation, and have provided incredible assistance on the ground in Africa to make the film.
What was the biggest challenge you faced during the process?
It was an ambitious idea that required everything treated with great sensitivity; the edit, the music, the grade. It was important to present the poachers and dead elephants in a very matter of fact manner, not in a sensationalist way. The drone discovers them as it tracks across the landscape.
What did you learn from the experience?
I learned that poaching has now become an insidious part of rural life across Africa. If not for technology, animal numbers be in an even worse place than they are. Technology can help save them. But there is not much time to put systems in place or I fear that this mass extinction will just increase in speed.
What’s a “behind the scenes” story that only you know about?
Poaching happened just weeks before we arrived at our lodge in South Africa. Rhinos that were protected inside the compound were shot during the night, while rangers slept. CCTV footage showed poachers ready to shoot any ranger that went outside to investigate.


Andy Fackrell
Creative Director ...