Laurence Fishburne reprises his Matrix role as Morpheus in this Super Bowl spot. He even breaks into operatic voice to herald the new luxury embodied in the Kia K900. Carl Erik Rinsch of MJZ directed, with visual effects from Digital Domain.
Credits
Music/Sound HUM Music & Sound Design, Santa Monica, Calif. Rearrangement of Giacomo Puccini’s “Nessun Dorma” Jeff Koz, president Debbi Landon, exec producer; Scott Glenn, creative director; Greg Chun, arranger; Dan Hart, sound designer. Audio Post Margarita Mix, Santa Monica Nathan Dubin, mixer.VFX/Animation Digital Domain, Venice, Calif. Eric Barba, VFX supervisor/CCO; Rich Flier, president, advertising & games; Scott Gemmell, EP/head of production; Tiffani Manabat, sr. producer; Rachel Mariscal, VFX producer; Alex Michael, VFX coordinator; Paul Lambert, DFX supervisor; Greg Teegarden, CG supervisor; Dan Akers, compositing supervisor; Carlos Morales, Holly Horter, John Bowers, Joe Silva, Nitant Karnik, Kym Olsen, Travis Wade, compositors; Rick Glenn, Nye Warburton, animators; Brian Creasey, Daisuke Nagae, David Liu, Lee Carlton, digital artists; Eric Ebling, Andy King, FX artists; David Wilson, Hilery Johnson, Keith Weilmuenster, Dawn Gates-Wells, Cynthia Trevino, roto/paint artists; Adrian Diamond, TD; Jesse James Chisholm, on-set data/integration lead; Vikki Chan, on-set/data integration; Som Shankar, Edith Clara, data integration; Jeff Heusser, Flame artist. (Toolbox: Nuke, Maya, Houdini, VRay, Heiro, Flame) Agency David&Goliath, El Segundo, Calif. Production MJZ, bicoastal/international Carl Erik Rinsch, Colin Jeffery, directors
The Best Work You May Never See: Diamond, Director Mark Zibert “Finish It” For Terry Fox Foundation
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
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