Johnson & Johnson launches this documentary short as part of its #howloveworks initiative. This first docu short for Johnson & Johnson breaks appropriately enough with Father’s Day on the immediate horizon.
The film introduces us to three dads as they contemplate the impact they’re making on their children’s lives. It’s an emotional, reflective look inside their fatherhood journeys. Each dad has faced different challenges–from insecurity to homelessness–yet they rely on their innate abilities to navigate through.
The film was directed by Antony Crook of RDI and features real dads and families. Agency is TBWAChiatDay.
Credits
Client Johnson & Johnson Agency TBWA\Chiat\Day Rob Schwartz, global creative director; Stephen Butler, chief creative officer; Mike Yagi, creative director; Becky Ginos, Liz Levy, art directors; Jason Locey, copywriter; Brian O’Rourke, Peter Bassett, directors of production; Lacy Plunk, producer; Kiley Story, digital producer; Baker Lambert, analyst; Lester Dizon, UX designer; Justin Kipker, lead developer; Neil Barrie, planning director; Tyler Gaul, digital planner. Production RDI Antony Crook, director; Phillip Detchmendy, Arrow Kruse, exec producer; Paul Kawasaki, producer; Adam Baxter, line producer. Editorial Vincent Oresman, editor; Michelle Choug, assistant editor; Nathan Rotmensz, post supervisor. Music Barking Owl, Kelly Bayett, executive producer/creative director; Whitney Fromholtz, producer; Houston Fry, composer. Audio Post Play Sound John Bolen, mixer; Laruen Cascio, exec producer. Post D-Spot Post James Honaker, colorist.
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
