A series of scenes of highway are shown as a child’s voice sings ring around the rosy. A dog runs along side a busy highway. A traffic jam. a child blowing bubbles out the window of an SUV. In the Last Chance Barr & Grille a pretty waitress serves bottled beer as the child sings “all fall down.” Most of the patrons are smoking and drinking. The viewer now sees how the scenes are connected. Police rush to the source of the traffic jam to assist paramedics put people on stretchers. A roadside sign says “The air in a smoky bar is up to 50X more toxic. Just imagine if you worked there.”
Credits
Agency: Northlich Chris Dye and Eric Thompson, art directors; Sarah Lyons, copywriter; Diane Frederick, producer Production Company: HKM Productions Nelson Cabrera, director; Carl Swan, executive producer; Eric Escott, producer; Jesse Green, DP Editorial: red echo post, llc Tate Webb, editor Postproduction: Cineworks Digital Studios, Inc. John Palmisano, colorist Visual Effects: red echo post, llc Scott Thierauf, Maya CGI artist Music: Sound Images, Inc. Rob Fedders, composer; Jack Streitmarter, producer Audio: Sound Images, Inc. Grant Kattmann, audio mixer/sound designer
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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