The commercial begins with an animated scene with a thin wiry man with glasses sitting in front of a TV. The PBS Symbol appears and begins to speak to him about his interest in science. As he speaks scientific symbols such as cartoon space ships, DNA and animals race across the screen. The programs Nova, Scientific American Frontiers, and Nature float across the screen followed by animated graphics of their suject. The commercial informs the viewer that PBS is “cooking up the best science on TV. It is ok to be smart, just don’t let it go to your head. PBS.”
Credits
Agency: PBS Marketing Group John Ruppenthal, creative director; Eric Yeater, writer; Derrick Chamlee, art director; Kevin Lahr, producer Production Company: Bent Image Lab Pascal Campion, director/animation artist; Ray Di Carlo, executive producer; Anthony Greene, producer; Chad Essley, Eric Kilkenny, Rob Shaw, animation artists Editorial: Bent Image Lab Steve Miller, offline/online editor Postproduction: Bent Image Lab Steve Balzer, Orland Nutt, After Effects/composite artists Audio: Digital One Eric Stolberg, audio post 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
MySHOOT Profiles
Add A Comment