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    BBDO NY, Director Matt Spicer Team On “Bloody Nightmare” For American Red Cross

    By SHOOTUpdated:No Comments2629 Views

    In efforts to drive more blood donations in the U.S., BBDO New York created this PSA titled “A Bloody Nightmare,” directed by Matt Spicer via production company Division7. The spot feeds off of two summer dynamics. For one, the summer months are very challenging for blood collection. High schools and colleges, which account for about 25% of blood drives, are closed and many regular donors are busy traveling throughout the summer. This leads to severe blood shortages in July and August, and the pandemic has only made things worse.

    The summer is also marked by all the new movie releases. Everyone gets excited about them, especially when it comes to horror movies. And people in horror movies make lots of bad decisions, usually leading to lots of wasted blood. 

    The PSA brings horror movies and the blood shortage together, noting for example that 50% of Americans like watching blood spilled in movies, but only 3% actually donate it. Blood isn’t just for movies, it saves lives. That said, the American Red Cross teamed up with actress Neve Campbell, also featured in the film, to spread awareness. Campbell is known for her work in the horror movie genre. 

    The PSA leans into typical horror movie tropes and the very predictable ways that horror movie characters tend to die. But the spot’s title, “A Bloody Nightmare,” is not due to the scenes being shown. The nightmare is that not enough people are donating blood.

    “We knew we had a script that would stand out, but the people that helped us bring it to life really took it to the next level. We had a Hollywood director (Spicer), the director of photography of the latest season of Stranger Things (Caleb Heymann), and one of the most well known stars in the horror movie genre, on top of some amazing production partners,”  said Victor Roa, creative director, BBDO NY.

    “From the beginning, we knew that we did not want people tuning out as soon as they realized they were watching a PSA about blood donation,” added Robert Danino, SVP, creative director, BBDO NY. “We wanted to keep everyone entertained by creating something fun and unexpected from the American Red Cross, all while encouraging them to donate blood and save lives.” 

    Credits

    Client American Red Cross Agency BBDO New York Luiz Sanches, North America chief creative officer; Matt MacDonald, NY chief creative officer; Roberto Danino, SVP, creative director; Victor Roa, Ricky Anolik, Paul Elicker, creative directors; Alex Gianni, EVP, director of content production; Chance Bassett, executive producer; Melanie Cornish, sr. producer; Julia Millison, sr. music producer. Mahima Santhanam, EVP, group strategy director; Ray McGale, sr. production artist; Philip Savage, digital producer. Production Division7 Matt Spicer, director; Kamila Prokop, David Richards, managing directors; Patrick Milling-Smith, Brian Carmody, founders; Alex Hughes, head of production; Gillian Altman, bidding producer; Giovanna Giangregorio, line producer; Brodie Johnson, production supervisor; Kiki Hallebo, production coordinator; Todd Kaufman, 1st AD; Caleb Heymann, DP; Peter Benson, production designer; Thom Murray, wardrobe stylist; Vivan Maxwell, makeup & hair; Ed Flores, casting director. Editorial/Conform & Finish  Cosmo Street Tom Scherma, editor; Maura Woodward, exec producer; Joshua Berger, assistant editor; Mikel Monelon, lead Flame artist; Luiza Naritomi, head of production; Hannah Smith, postproduction coordinator; Will Hoshida, finishing producer. Telecine Fotokem Alastor Arnold, telecine artist; Alison Kravitz, exec producer. Music Duotone Audio Group Peter Nashel, creative director/founder; Ross Hopman, exec producer; Gio Lobato, producer. Audio Post Duotone Audio Post Andy  Green, sound designer/mixer; Greg Tiefenbru, exec producer, audio post.

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Video Tags:BBDO New YorkDivision7Matt Spicer



    Top Spot of the Week: Klick Health Delivers AI and Real-Life Hugs This Holiday Season

    Tuesday, December 24, 2024

    When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick. The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs. “I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years. Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system. “There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More

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