This short film is the centerpiece of a campaign created by Publicis New York for CoorDown, Italy’s national organization for people with Down syndrome. Titled Not Special Needs, this digital film was directed by Wayne McClammy of Hungry Man. The work, which deploys well-timed comedy, is designed to help change perspective and perceptions about people with Down syndrome–they don’t have special needs but rather human needs such as friends, jobs, love, respect and so on.

The film stars Lauren Potter, the popular actress with Down syndrome who played the role of Becky Jackson in Glee, and John McGinley, best known for his role as Dr. Perry Cox on Scrubs, and whose 18-year old son Max has Down syndrome.

Andy Bird, chief creative officer, Publicis New York, stated, “The term ‘special needs’ is a euphemistic way to speak about persons with disabilities and their needs. The reality is people with Down syndrome do not have different or special needs, although they may sometimes meet those needs in different ways, they have the same needs as all of us… jobs, friends, love and simply the need to be seen and treated equally.”

Credits

Client The Coordination of Associations of People with Down Syndrome (CoorDown) Agency Publicis New York Andy Bird, chief creative officer; Luca Pannese, Luca Lorenzini, executive creative directors; David Green, copywriter; Jen Wang, art director; Tim Ayers, director of integrated production operations; Jakub Popadium, sr. integrated producer; Scott Jones, lead AD technical developer; Dara Mao, interactive developer; Lisa Bifulco, chief production officer; Chris Muldoon, producer; Marc Legana, editor; Rachel Rauch, music producer. Production Hungry Man Wayne McClammy, director; Kevin Byrne, exec producer/managing partner. VFX/Puppeteering Legacy Effects Editorial Rock Paper Scissors Rana Martin, Eve Kornblum, EPs; Christjan Jordan, editor; Pieter Viljoen, assistant editor; Dani DuHadway, producer. VFX/Post Shed Billy Hobson, colorist; Paul O’Shea, Miles Essmiller, Phil Man, VFX. Music, Sound Design & Mix Beacon Street Studios, Venice, Calif. Andrew Feltenstein, John Nau, composers; Leslie DiLullo, exec producer; Kate Vadnais, sr. producer; Rommel Molina, mixer/sound designer; Vivi Rojas, mix assistant.

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