Lightbox
Bronze Award
InCell
Needs Baby by RD Saúde
Brazil
2026
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Entrant Company
MH Brazil
Launch Country
Brazil
Program
Clio Health 2026
Program
Traditional Mediums
Advertiser Category
Health Institutions & Services
Medium
Film
Category
61 Seconds to Five Minutes
Screens no longer connect us, they contain us. INCELL uses animation to reveal how digital spaces are silently rewiring childhood across the globe, a powerful metaphor for a generation growing up online. What begins with curiosity quickly turns into overstimulation, confusion, and emotional isolation. The story follows a boy as he is literally pulled into his smartphone. Inside, he enters a chaotic world made of digital debris: falling icons, broken algorithms, distorted sounds, and endless eyes watching him. He runs. Searches for an exit. Sees a light — only to crash into a second, towering screen. The twist: he's still inside. Still scrolling. Caught in a loop. Crafted entirely in Blender, with hand-painted textures and stop-motion-inspired movement, the animation captures the tactile tension between wonder and distress. It was designed to be universal: no dialogue, no translation needed, just pure visual language rooted in emotion and metaphor. Inspired by real statistics (children in Brazil spend an average of 5 hours/day on screens), INCELL reflects a global truth: kids are no longer just using the internet. They’re being shaped by it. The screen isn’t a tool. It’s the environment.
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