An office full of workers has gathered at a long conference table around a phone because their boss has called a last minute conference call “to improve their bottom line.” One of the workers is silently, but animated acting out mocking gestures to the boss’s statements, feeling safe as the meeting is by phone. The boss then says “This isn’t a conference call Hinkle, I am actually in the room.” The worker falls still in horror. The scene switches to a soaring plane “Feel like surprising a few people?” an announcer asks. Displayed on the screen are the words “Low fares. Even at the last minute. AirTran.”
Credits
Agency: Cramer-Krasselt Scott Wild, creative director; John Carstens, creative director/copywriter; Mel Kreilein, art director; Ben Latimer, producer Production Company: Anonymous Content Patrick Sherman, director; Tappas Blank, executive producer; Michael Haldane, producer; Emmanual Lubezki, DP Editorial: Mad River Post | San Francisco Jay Herda, editor; Janie Ford, producer Postproduction: Optimus Craig Russell, colorist Visual Effects: Optimus Marco Markewycz, Amy Davis, visual effects artists; Brian Rulapaugh, Jeremy Stuart, graphic artists Audio: Optimus Bruce Lase, audio post mixer
The Best Work You May Never See: Diamond, Director Mark Zibert “Finish It” For Terry Fox Foundation
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
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