Matt Aselton of Arts & Sciences directed this 90-second spot in which teammates, opponents, athletes from other sports and various celebs tip their cap to New York Yankees shortstop Derek Jeter.
Even Boston Red Sox fans, New York Mets players and their team mascot pay homage to Jeter who’s retiring at the end of this MLB season.
Agency is Wieden+Kennedy, New York.
Client Jordan Brand Agency Wieden+Kennedy, New York David Kolbusz, Susan Hoffman Mark Fitzloff, executive creative directors; Gary Van Dzura, Jim Lasser, creative directors; Eric Helin, copywriter, Erwin Federizo, art director; Nick Setounski, head of content production; Jesse Brihn, sr. producer; Kristen Johnson, assistant producer. Production Arts & Sciences Matt Aselton, director; Robert Richardson, DP; Mal Ward, Marc Marrie, exec producers; Zoe Odlum, line producer. Editorial Rock Paper Scissors Biff Butler, editor; Melanie Gagliano, post producer; Eve Kornblum, post exec producer. Post Company 3 Tom Poole, colorist. VFX The Mill Richard Lyons, VFX lead Flame; Antoine Douadi, VFX supervisor; Verity Grantham, VFX exec producer; Jeremy Moore, producer. Audio Heard City Philip Loeb, mixer; Sasha Awan, producer. Sound Design Brian Emrich, sound designer. Music Andrew Huckvale, composer.
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
