Droga5 NY presents the latest installment in the “Junk Sleep” campaign for Mattress Firm starring spokesperson Liev Schreiber. Directed by Tom Noakes of PRETTYBIRD, this spot titled “Spiral in the Diner” shows the cumulative effect of sleeping in the wrong bed, aka “junk sleep.”
Schreiber’s deadpan humor introduces us to a woman in a 24/7 diner whose behavior turns criminal due to continuing bouts of poor sleep. The cautionary tale should be reason enough to go to Mattress Firm where a slumber professional can get you paired with the bed just right for you.
Credits
Client Mattress Firm Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Tara Lawall, executive creative director; Jonas Wittenmark, Tobias Carlson, creative directors; Eve Nova, art director; Juan Camillo Garza, copywriter; Justin Luu, sr. art director; Lorne Heller, sr. copywriter; Jesse Brihn, co-director of film & content; Jeremy Fox, Seth Tabor, executive producers, film; Cliff Lewis, head of art production; Caroline Fahey, art producer; Erin McCarthy, design director; Alex Vitela, sr. designer; Daniel Seong, designer; Gideon Olshansky, brand strategy director. Production PRETTYBIRD Tom Noakes, director; Ali Brown, president/exec producer; Matt Wersinger, producer; Moira Hurley, production supervisor; David Vaccari, casting director; Chayse Irvin, DP; Latisha Duarte, production designer; Chereish Cullison, stylist; Todd Kaufman, assistant director; Editorial Exile Pete Sciberras, Travis Moore, editors; Evan Fredriksen, assistant editor; Samantha Axelrod, producer; Sasha Hirschfeld, exec producer; Evyn Bruce, head of production. Color Company 3 Tim Masick, colorist; Ryan Moncrief, color assistant; Kevin Breheny, color producer. Postproduction/VFX Parliament Music Human, bicoastal Matthew O’Malley, Andrew Bloch, creative direction; Jonathan Russell, composer; James Dean Wells, Kanzo Perron, production. Sound Design/Audio Post Heard City, New York Phil Loeb, sound designer/audio mixer; Eric Warzecha, audio mixer; Virginia Wright, Ronnie Stapleton, Seth Brogdon, Chenoa Tarin, Zoltan Monori, assistant engineers; Gloria Pitagorsky, managing director/partner; Sasha Awn, Jackie James, exec producers; Liana Rosenberg, sr. producer; Nick Duvarney, producer; Dylan Stetson, assistant producer.
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
