We see a man underwater in street clothes, diving deep for, as we discover, something precious. He then comes up to the surface of what turns out to be a swimming pool with his object of desire in hand–a stuffed animal toy which he returns to its tearful owner, a little girl.
A comic twist serves to almost un-do his good deed. But he remains undaunted for he is a Sheraton employee, underscoring the hotel chain’s hospitality mantra to “Go Beyond” for its guests.
Mark Molloy of Smuggler directed this spot titled “Deep” for agency Venables Bell & Partners.
Credits
Client Starwood/Sheraton Agency Venables Bell & Partners Paul Venables, founder/chairman; Will McGinness, partner/executive creative director; Lee Einhorn, associate partner, creative director; Jody Horn, sr. copywriter; Gus Johnston, sr. art director; Daniel Chen, copywriter; Michael Sison, art director; Craig Allen, director of integrated production; Sasha White, producer. Production Smuggler Mark Molloy, director; Hoyte van Hoytema, DP; Andrew Colon, head of production; Shannon Jones, exec producer; Donald Taylor line producer. Editorial Final Cut Rick Russell, editor; Dillon Stoneburner, assistant editor; Suzy Ramirez, exec producer; Ana Orrach, Barbara Healy, producers. Music Songs for Film & TV Mauricio Gasca, composer; David Fisher, music coordinator. Sound Design/Final Mix Therapy Studios Eddie Kim, lead sound designer/mix engineer; Allegra Bartlett, exec producer; Cait Campbell, producer. VFX a52 Andy McKenna, executive creative director/VFX supervisor; Patrick Nugent, VFX sr. producer; Stacy Kessler-Aungst, VFX producer. Color MPC Mark Gethin, colorist.
For World Cancer Day (Feb. 4), Gustave Roussy, a treatment center in France ranked number one in Europe and number four in the world in the fight against cancer, is once again speaking out through film. “Lucie” retraces the life of a young woman, from her birth, her joys, her encounters and her trials, in particular the illnesses she faced or may have faced (if not vaccinated) during her life but which did not kill her thanks to advances in science and medicine, including the discovery of her rare cancer at the age of 36.
Conceived by Publicis Conseil and directed by Jaco Van Dormael via production company Hamlet, “Lucie” takes the gamble of using almost exclusively scientific images to tell this story (scanners, MRIs, microscopes, 3D). It highlights the beauty of these images beyond their raw meaning, the poetry that can emerge from them to pay tribute to all the researchers, doctors and specialists who over the centuries have transformed what were once serious illnesses into benign ones, saving many lives in the process. Like most of us, Lucie lives her life without even thinking about all the times when science and medicine have enabled her to go on living.
“In a world where cancer affects one person in two and more and more young adults, we want to show that the disease is a stage in life from which the majority of sufferers are now recovering, thanks to scientific progress. Lucie’s story is the story of thousands of patients. This film makes Gustave Roussy, its doctors, researchers and professionals part of the history of major scientific advances,” said Professor Fabrice Barlesi, CEO of Gustave Roussy.
