A man dressed as Santa sits at his kitchen table. He pulls down his beard to eat, just as his daughter has come down the stairs from bed. He turns and she sees his face, realizing he isn’t Santa her face begins to crumble. He grabs a smoothie container from the fridge, pours it into the blender with milk and then into a cup and hands it to her. She grabs it and drinks happily. An announcer says “New Smooth-eez from McCains, ready just in time.”
Credits
Agency: Taxi | Toronto Zak Morueh, executive creative director; Lance Martin, associate creative director; Ryan Wagman, copywriter; Guybrush Taylor, art director; Jennifer Mete, producer Production Company: Crush,Untitled, Toronto David Whitesen, Inferno artist,Michael Downing, director; Peter Davis, executive producer; Tom Evelyn, producer; Andre Pienaar, DP Editorial: School Editing Aaron Dark, editor Postproduction: Notch Bill Ferwerda, colorist Audio: The EggPlant Rocco Gagliese, audio director/mixer
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
MySHOOT Profiles
Add A Comment