A young boy is sitting outside on a dusty hill. He sees something being thrown to him, jumps up, and catches an oval Portable PlayStation (PSP). He and throws it to three men hanging out near their cars . They catch it, use it for a minute, and then toss it to a man playing basketball. The player catches it, uses it and throws it to a boy arguing with his girlfriend. She grabs it and tosses it to be caught by a convertible car full of men. They toss it and the original boy catches it as he is walking away from where he was sitting. He begins to play as he walks away.
Credits
Agency: TBWA/Chiat/Day, Inc Jerry Gentile, creative director; Brett Craig, associate creative director/copywriter; Doug Mukai, associate creative director/art director; Anh-Thu Le, producer. Production Company: Believe Media Jan Vogel and Rene Villar-Rios, directors/DPs; Freya Bardeli, production designer; Liz Silver, Gerard Cantor and Luke Thornton, executive producers; Hani Selim, producers. Shot on location in Los Angeles. Editorial: Venice Beach Editorial Bill Chessman, editor. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist; Missy Papageorge, producer. Visual Effects: Zoic Studios John Shirley, visual effects artist. Music: Elias Arts Ben Kahle, composer. Audio: RavensWork Eric Ryan, 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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