LONDON — Production company 1stAveMachine London, in tandem with agency Mother, has reinvented the practical illusion of motion known as a zoetrope for a good cause in the ongoing global social impact campaign from Stella Artois called “Buy a Lady a Drink,” which supports Matt Damon and Gary White’s charity, Water.org.
Leveraging the structural engineering prowess and innovative vision of roster directors Bob Partington and Tim Brown for the London outpost’s first project, 1stAveMachine showcased Stella’s trademark chalice in a new light, helping raise awareness of the global water crisis and the need for clean, sustainable water in developing communities.
Spinning 750 kilos of custom fabricated materials to bring the zoetrope to life, Partington and Brown shot the glasses as animated frames, weaving a hypnotic narrative of how clean water can serve as the impetus for a young woman’s success. Amongst the sea of twisting, hand-molded Stella limited edition chalices, each of which goes to supply five years of clean water in Water.org-focused nations, 1stAveMachine London and Mother meld altruism and inspiration on behalf of a very crucial cause.