"Believe in Music," the 59th GRAMMYs campaign from The Recording Academy and TBWAChiatDay Los Angeles, celebrates the positive power of music, and its ability to give us strength. We connect with certain artists, and their music speaks to our hearts. Their words can inspire, shift opinions, promote change and drive culture.
Taylor Swift’s 58th GRAMMY Record of The Year acceptance speech was a defining moment that transcended music, cementing her role as strong role model for girls everywhere. Her powerful words were an anthem that resonated widely, and connected deeply. In particular, her passionate message of empowerment inspired young women to reach for their dreams, and to not let anyone, or anything, get in their way. It gave young women everywhere something to believe in, and reminded us that music is sometimes bigger than just music.
This gripping, :60 features girls from all walks of life who have internalized Swift’s speech, recite it as a mantra of their own: an aspiring musician, a young athlete, a determined dancer. All of them take Swift’s words to heart–believing in music and in themselves.
Rachel McDonald directed “It Was You” via production house Tool of North America.
Client The Recording Academy/The 59th Grammys Agency TBWAChiatDay Los Angeles Stephen Butler, creative chairman; Linda Knight, executive creative director; Jason Karley, creative director; Stephanie Johnson, art director; Paula Henzel, copywriter; Brian O’Rourke, director of production; Anh-Thu Le, executive producer; Kaitlin Moore, sr producer; Neil Barrie, chief strategic officer; Rohit Thawani, director of digital strategy; Renee Vafa, social strategist; Justin Karch, data strategist. Production Tool of North America Rachel McDonald, director; Tucker Korte, DP; Oliver Fuselier, managing parter; Nancy Hacohen, exec producer. Editorial NO6 Lauren Brown, editor; Josh Hayes, assistant editor; Carr Schilling, exec producer; Michelle Dorsch, producer. VFX NO7 Verdi Sevenhuysen, lead Flame artist. Color Framestore Beau Leon, colorist; Andrew McLintock, sr. producer. Music/Sound Design/Mix Barking Owl Kelly Bayett, creative director; Houston Fry, composer; Patrick Navarre, sound design & mix; KC Dossett, producer.
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