Senior Art Directors Loz Maneschi and Jimmy Williams from Cocogun tell us how they made Palliative Care Queensland's moving stop-motion ad
Senior Art Directors Loz Maneschi and Jimmy Williams from Cocogun tell us how they made Palliative Care Queensland's moving stop-motion ad
L[A] How did you come up with this idea and approach?
When we first received the brief from Palliative Care Queensland (PCQ), we knew the topic of death wasn’t exactly something that people were jumping out of their seats to get familiar with. It had to be approached from a new angle that would break through discomfort and open up a more honest, empathetic dialogue.
Senior Art Directors Loz Maneschi and Jimmy Williams from Cocogun tell us how they made Palliative Care Queensland's moving stop-motion ad
L[A] How did you come up with this idea and approach?
When we first received the brief from Palliative Care Queensland (PCQ), we knew the topic of death wasn’t exactly something that people were jumping out of their seats to get familiar with. It had to be approached from a new angle that would break through discomfort and open up a more honest, empathetic dialogue.
Stop-motion animation was our intent from the outset – featuring tactile, handcrafted characters was the perfect vehicle to tell our story. There was something more relatable and, ironically, human that they could contribute to the conversation while also coming across in a way that was less harsh and overwhelming. It also allowed us to talk about the subject with a sensitive delivery that could also be uplifting.
In developing The Cassette, we went through hundreds of different potential storylines, each one exploring the various ways people might confront and reclaim their final moments. In the end, one story truly stood out to us—one that we believed in deeply. We chose to present that singular idea to PCQ in the first creative presentation: the concept of a man who was visited by death but chose to spend his last moments listening to his favourite song and go out on his own terms. And they loved it.
L[A]What were you trying to achieve and how do you measure it? How is it doing so far?
Ultimately, we’re trying to make space for a conversation about the dreaded D-word. Success for us will be if the film sparks genuine reflection and dialogue—through community conversations, social sharing, or feedback from those who have been touched by the story.
https://youtu.be/2wI0ZPPRC1M?feature=shared
The making of 'The Cassette'.
The early response has been incredible, with the campaign being shared widely. Queensland Health, a key government department overseeing public health services in Australia, has endorsed and supported the project. We’ve already heard countless stories about how the message is resonating with people. One that stands out is of someone who watched PCQ’s film with their mum and, afterwards, had a deep, 30-minute conversation about life and death—something that would have never happened otherwise. Stories like this are the clearest sign that the film is fulfilling its purpose: shifting perspectives and encouraging a kinder, more thoughtful approach to life’s final chapter.
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