Grey New York and production house 1stAveMachine teamed on this video in which New York electro/pop/rock musician and recent Lorde collaborator Son Lux performs an original piece of music (which he composed) on a keyboard linked to a piano rigged with Gillette new FlexBall razors.
The piano keys are played via a pulley system attached to FlexBall razors. The 3D pivoting head of the razors allows for a unique range of movement as the razors’ handles strike the piano keys.
At the conclusion of the performance–which took place at the Hammerstein Ballroom in NYC–a pair of supers appear which read: “Movement Like No Other”; “Shaving Rebuilt.”
Credits
Client Gillette Agency Grey New York Tor Myhren, president/global chief creative officer; Jeff Stamp, Leo Savage, group creative directors; Lance Parrish, Steve Nathans, associate creative dierctors; Nick Terzip, copywriter; James McPherson, executive producer; Katy Fuoco, film producer; Megan Swan, assistant producer; Zachary Pollakoff, music producer; Debby Reiner, brand agency lead; Howard Roberts, executive strategy director. Production 1stAveMachine Asif Mian, director; Zak Mulligan, cinematographer; Sam Penfield, exec producer; Leigh Goldstone, producer; Bob Partington, chief creative technologist; Jason Curtis, art director. Editorial Cut+Run Akiko Ikawaka, editor. Music Ryan Lott (Son Lux), composer. Audio Post Heard City Phil Loeb, mixer.
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
