In this tongue-in-cheek Superior Seminar–part a campaign from BBH NY for Crystal Dynamics and Square Enix–the Hulk provides a how-to on smashing things, an area in which he has great expertise. The comedic Hulk seminar is one of three such tutorials–the others by Iron Man and Mrs. Marvel, respectively–that along with a CG trailer promote the release of the new Marvel’s Avengers video game.
BBH NY enlisted the help of director Jordan Vogt-Roberts (Kong: Skull Island) of RSA Films, visual effects studio Industrial Light & Magic (ILM) and Skywalker Sound for the campaign.
Although the whole team was physically spread apart due to COVID-19, the story inspired them to come together and make something memorable. In the midst of a pandemic that’s forced us to isolate, there couldn’t have been a better time for the Avengers, with a one-of-a-kind game underscoring the point that we’re stronger together.
Credits
Client Crystal Dynamics and Square Enix/Marvel’s “Avengers” Agency BBH NY Rafael Rizuto, chief creative officer; Jonathan Mackler, executive creative director; Lucas Bongioani, group creative director; Diego Fonseca, Scott Cooney, creative directors; Hora Somani, Bruno Francino, associate creative directors; Ben Cascella, sr. copywriter; Lukas Weber, designer; Brooke Kaylor, head of production; Tom Callard, head of planning; Dylan Fauss, strategist. Production RSA Films Jordan Vogt-Roberts, director/exec producer; Buddy Brakha, exec director; Julien Lemaitre, producer; Bryan Chojnowski, associate producer. VFX Industrial Light & Magic Katherine Farrar Bluff, sr. producer; Karen Kelly, associate producer; Jeff White, VFX producer; Scott Benza, animation supervisor; Bruno Baron, CG supervisor; Lauren Fong, production manager; Nick Johnson, associate production manager. Editorial Mackenzie Cutler Ian Mackenzie, editor; Cooper McLane, assistant editor; Gina Pagano, exec producer. Audio Skywalker Sound Al Nelson, sound designer; Gwendolyn Whittle, ADR supervisor; Pete Horner, audio engineer/mix. Sound Design Gypsy Sound William McGuigan, sound design Music Sizzer Music, original composition
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
