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Liberty ‘Where do they go?’ advert

Director: Will MacNeil

Client: Liberty

Motion graphic designer and film maker Will MacNeil, has created a 30 second promotional film for Liberty, the UK civil liberties and human rights campaigning group.

Aiming to show the importance of personal privacy, the film highlights in particular the threat posed by the government’s National Identity Register. By emphasising the government’s failure to keep our data safe, Liberty shows how a little bit of privacy is important to everyone.

Ending with the line “Now Government is asking us to let them store even more of our private details... where will these wander off to?”, the film seeks to generate support for opposition to the government’s planned identity card scheme. 

The voiceover for the film is provided by Simon Callow, who is a supporter of Liberty.

MacNeil acted as creative, director, editor and animator, manipulating footage he shot himself on the streets of London.  Using complex tracking, compositing work, and character animation, Will transformed the footage into a story about piles of confidential papers flying out of office windows and freely roaming the streets in the shape of a human figure.

“The striking images that Will MacNeil has created in this film should remind us all how fragile and precious our personal privacy is,” said Campaigns Co-ordinator for Liberty, Sabina Frediani.

 “ID cards are not, as the Government proposes, the magic bullet against terrorists, fraudsters, and illegal immigrants. In addition to the exorbitant financial cost, this scheme comes with immeasurable hidden costs to our privacy, race relations, and traditional freedoms.”
The film is available to view on Liberty’s website – – and YouTube.

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