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27 April 2021

Morning melatonin.

by Syd Briscoe

Sheba: “4am Feed” - 11 mins 42s

Owners of obnoxiously nocturnal cats will be both intrigued and amused by this latest venture from Sheba. Directed by Ewan Jones Morris, the film is designed to help pet parents fall back asleep after their callous kitties wake them in the early hours to demand sustenance.

Part ASMR, part guided meditation, the film blends soothing visuals with relaxing music and a soporific vocal performance. There's also a cheeky animated nod to Bob Ross's cult favourite, chilled-out painting videos. Think slow TV, but with a feline twist.

With sleep disturbances reportedly skyrocketing during lockdown, this polished piece from Jones Morris and co. may even appeal to audiences without a furry friend to disturb their slumber. The images of flying fish and flapping chickens are probably more relevant to those who do, mind.

Creative Agency: Abbott Mead Vickers BBDO Ⓟ Ⓦ
Creative Director: Jay Phillips / Neil Clarke
Creative: Cesar Herszkowicz / Marcos Almirante
Agency Producer: Darapen Vongsa-Nga
Film Production: Friends Electric Ⓟ Ⓦ
Director: Ewan Jones Morris Ⓦ
Producer: Giles Edward-N
Executive Producer: Barney Richard
Cinematographer: Jed Darlington-Roberts
Sound Recordist: Adam Davies
Editor: Holly Winship
Post Production: Electric Theatre Collective Ⓟ Ⓦ
Colourist: Luke Morrison @ Electric Theatre Collective Ⓟ Ⓦ
Animation: Theo Tagholm / Tom Crate / Alixe Labato / Rosalvo Melo / Bradley Franklin
Sound Designer: David Kamp
Audio Mix: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ

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