This :30 is part of an ambitious campaign from mcgarrybowen bringing United Airlines into the Star Wars universe–specifically the Star Wars: The Rise of the Skywalker movie. The United-Star Wars partnership unites the feature film’s characters with real United workers.
This piece features a United female ramp employee, Channon Dade, a.k.a. “Wing Walker.” Dade is seeing doing her real-life job, at which point she enters a dream sequence where she trades her batons for light sabers.
Victoria Mahoney, second unit director of Star Wars: The Rise of Skywalker. directed the commercial via production house PRETTYBIRD.
“There’s no other realm more magical than Star Wars. It has the ability to fully transport cast and crew,” said Mahoney. “When I learned United Airlines upholds an amazing mandate to hire true life United Employees in their commercials, I jumped for joy and found myself endlessly inspired watching each homemade audition by women, who happen to be as rare in their job of Wing Walker as I am in my job. Ever grateful Disney and Lucasfilm put my name in the hat. It was great fun building the pitch with Kerstin Emhoff at Prettybird and I’ve waited years to collaborate with DP/Autumn Arkapaw. This spot is a wonderfully playful nod to a specific portion of JJ’s (feature director Abrams) vision in The Rise of Skywalker.”
CreditsClient United Airlines, in collaboration with Disney Agency mcgarrybowen Haydn Morris, global executive creative director; David DiRienz, group creative director; Bryan Wilson, associate creative director; Jeff Goodnow, executive producer; Jerry Krenach, managing director, global music production; Stephen Stallings, sr. music producer. Production PRETTYBIRD Victoria Mahoney, director; Kerstin Emhoff, VP/exec producer; Suzanne Hargrove, exec producer; Rika Osenberg, head of production; Rita LeRoux, line producer; Autumn Arkapaw, DP. Editorial Cut+Run Jon Grover, editor; Lauren Hertzberg, managing director; Marcia Wigley, head of production. VFX Industrial Light & Magic Pablo Helman, VFX supervisor; Karen Kelly, production supervisor. Music Track: “A New Hope and end Credits” John Williams, writer; John Williams Orchestra, artists
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More