Waffle To The Left
37,574 views Oct 19, 2021 The solarpunk-inspired 'Dear Alice' commercial produced by the animation company The Line for Chobani is one of the most beautiful depictions of an ecological future I had seen, except for one glaring thing: it was an advertisement for a dairy company, and my solarpunk vision doesn't have either of those things. Neither is compatible with the 'degrowth' economic model outlined by people like Jason Hickel, not with the ethic of an ecological society described by social ecologists like Murray Bookchin.
In light of that fatal flaw I decided to paint out all of the branding and recreated the sound design so that solarpunks like myself can enjoy this beautiful world without having to invite the ugliness of capitalism into it. Enjoy!
Here is the original commercial
Statement by the animation company, The Line:
What if we created a future for ourselves that was full of optimism and positivity? This was the starting point for our new 2D animated commercial piece for Chobani. “Dear Alice” is a love letter from a grandmother to a granddaughter and an optimistic vision of the future of farming. It’s a nostalgic look towards a new era of agriculture, with beautifully crafted backgrounds, delicate animation and a completely unique score by long-time Ghibli composer (and absolute legend) Joe Hisaishi. (Yeah, we can’t believe this happened either).
We worked closely with Chobani to realise their vision of a world worth fighting for. It’s not a perfect utopia, but a version of a future we can all reach if we just decide to put in the work.
We love the aspiration in Chobani’s vision of the future and hope it will sow the seeds of optimism and feed our imagination for what the future could be. It’s a vision we can totally get behind. We couldn’t be more happy to be part of this campaign.
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38,558 views Nov 10, 2021 Solarpunk is a powerful idea, but without practical action and a solid analysis of the systems that dominate the planet, it won't be enough.