“To be one with the car you must achieve total balance,” advises speed guru Jason Momoa behind the wheel of a screaming Alfa Romeo while his passenger shakily pours a cup of tea to prove the point. The latest episode of Yas Island Resort’s comedy campaign “Jason Momoa: Chief Island Officer” features the celebrity as a race-car instructor on the resort’s state of the art Formula One track.
Momoa was recently named Yas’ “Chief Island Officer,” a title formerly held by Kevin Hart, who announced the end of his reign earlier this year, and to celebrate the new appointment Momentum Dubai created an epic comedy campaign directed by Ira Rosensweig via Deja Vu Productions, showing fans how they can #LiveItUpLikeMomoa on Yas Island, located on the golden shores of Abu Dhabi.
“It was an incredible collaboration with Jason, Deja Vu Productions and Momentum Dubai,” said Rosensweig who also served as editor. “The agency brought me in to help write every spot, as well as edit and oversee post. We only had three days to shoot five 60 second spots,so the project required extensive planning and coordination, often involving the use of many cameras in one take. Jason is one of the most dedicated artists I’ve ever met. I knew he’d bring massive energy, but I was delighted to find that he also has top-notch comedy skills and brilliant improvisational talent. He also helped us re-conceive two of the spots at the last minute, which I think ultimately improved the entire campaign.”
Rosensweig recently completed production on his first feature film SHARE?, a sci-fi thriller starring three-time Emmy winner Bradley Whitford, Alice Braga, Danielle Campbell, and Melvin Gregg in a breakout performance as a man who struggles to survive after awakening alone, trapped in a society connected only by a primitive computer network, where the ability to entertain is the only currency.
CreditsClient Yas Island Agency Momentum Dubai Raphael Nassoura, executive creative director; Jessica Younes, producer; Wayne Esslemont, creative director; Christopher Booth, writer. Production Deja Vu Productions Ira Rosensweig, director & editor; Manasavi Gosalia, exec producer; Kavya Iyer, head of production; Nadine Gibbs, producer. John Chuldenko, writer; Mik Allen, DP; Preet Kaira, art director; Steven Constancio, Sarah Moundalek, stylists. Postproduction Rfic Sawaya, post producer. Music/Sound Post 237 Joe Stockton, music, sound design & mix. Color Lucid Post Belal Hibri, colorist.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More