An older man is standing behind the counter in his mom-and-pop style deli talking about how he intends to work his deli until he dies and to never sell it. “There is not enough money in the world to buy this deli from me……..I am never going to leave this place.” He walks around doing deli chores as he speaks. Taking out the trash, he opens the back door and there is a director standing in the doorway, and the viewer can now see that the deli is part of a filming set. The man stops and the words “San Francisco Jewish Film Festival” appear over him.
Credits
Agency: Publicis & Hal Riney Jon Soto, Jae Goodman, executive creative directors; Mark Grundland, art director; Jen Robinson, copywriter; Sam Walsh, executive producer; Doug Cox, producer Production Company: HKM Productions Shafei/Levits (David and Saul), directors; Carl Swan, Ned Brown, executive producers; Anne Johnson, producer; Jesse Green, DP Editorial: Publicis & Hal Riney Doug Cox, in-house ditor Postproduction: Company 3 Los Angeles Sean Coleman, colorist Audio: One Union Recording Studios Andy Greenberg, audio post mixer
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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