Three-time Best Cinematography Oscar winner Emmanuel “Chivo” Lubezki (Gravity, Birdman, The Revenant) directed via Park Pictures this short, One Night, for Absolut and agency BBH London.
The piece–with visual effects from Framestore–takes us through creative moments in history in rapid fire succession with a voiceover from actor/musician Juliette Lewis, ultimately arriving at the present moment, a night where the creative possibilities are endless.
Client The Absolut Company Agency BBH London Ian Heartfield, executive creative director; Simon Cenamor, Raymond Chan, creative team; Victoria Keenan, producer; Zaf Choudhury, assistant producer; Melanie Arrow, strategy director; Raphael Bittner, strategist. Production Park Pictures Emmanuel “Chivo” Lubezki, director; Stephen Brierley, managing director; Jackie Kelman Bisbee, executive producer; Caroline Kousidonis, executive producer (L.A.); Sophie Hubble, executive producer (London); Nick Goldsmith, producer. VFX Framestore Andy Rowan Robinson, creative director; Charles Howell, VFX producer; Raul Ortego, Sebastien Boulange, Gigi NG, Karch Coon, Nick Tanner, 2D; Phil Robinson, Charlotte Bae, Nate Diehl, Georgios Cherouvim, Mohamed Echkouna, 3D; Callum McKeveny, design. (Toolbox: Maya, Nuke, Flame, Houdini, CapturingReality, Photoshop, Heiro, 3DE, PtGui, Arnold) Editorial Whitehouse Post Russell Icke, editor; Greg Hayes, Joe D’Ovidio, assistant editors; Antonia Porter, producer. Color Company 3 NY Tom Poole, colorist; Alex Lubrano, producer. Sound Soundtree Peter Raeburn, creative director; Jay James, music supervisor; Henning Knoepfel, sound designer; Luke Fabia, music editor.
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
