Don’t crush childhood

“Don’t crush childhood” is a spoof on iPad’s 2024 ad “Crush”. Leveraging the public blowback to iPad’s ad, Heat initiative wanted to highlight Apple’s role in crushing children’s lives through their negligent attitude toward Child Sexual Abuse Material, and an overall dismissal of children’s safety online as a priority. The ad was brought to life using clay animation and stop-motion under the direction of Argentinian artist Victoria Ripoll (@vic_ripollstopmo ) and soundscape by Eric Hoegemeyer (@erichoegemeyer)

Rotten

“Rotten”, aired during the NFC finals, denounces Apple’s negligence in preventing the proliferation of CSAM, using the voices and stories of child sexual abuse survivors whose trauma has been amplified and relived many times over, because of a profit first culture that neglects children’s rights to a safe and healthy childhood. The original idea of using survivor voices took many turns before landing on the right metaphor, an Apple rotting from the inside out in contrast with the soft, innocent features of a child’s hand that holds the rotting apple. Rotten was produced in partnership with Dazzit and Perro Mocho Films, 3D modeling and animation by Luis Diaz.

Heat Visual Identity

Heat Initiative’s vibrant and dynamic visual identity is a reflection of the team’s attitude that seeks for ways to enrich and disrupt traditional communications styles to leverage the possibilities of new media and better reflect current cultural attitudes.
Art direction and design: Pablo Mendez @Soze
Animation: Lucila Conen @Soze