Bjoern Ruehmann of The Vikings via production house Furlined directed this spot, teaming with DP Justin Brown to create a stunning look at the American Revolutionary War from the perspectives of varied colony folks, including a soldier who decides to sacrifice his youth for freedom, a young mother who decides it will be them, not us as she picks up an axe to ward off British soldiers invading her home, and a prisoner who affirms that he is willing to surrender his body but not his mind. Agency is Sid Lee, Paris.
Production Company: Furlined Bjoern Ruehmann of The Vikings, director; Diane McArter, president/exec producer; Eriks Krumins, VP/exec producer; David Thorne, sr. executive producer; Ewen Brown, producer; Justin Brown, DP; Carmen Dima, art director; Maria Miu, wardrobe stylist. Editorial: Trim Editing Paul Hardcastle, editor; Jemma Daniel, editorial producer. Audio: Wave Studio
World Cancer Day: Gustave Roussy, Publicis Conseil Celebrate, Reflect On Advances In Medicine and Science
For World Cancer Day (Feb. 4), Gustave Roussy, a treatment center in France ranked number one in Europe and number four in the world in the fight against cancer, is once again speaking out through film. โLucieโ retraces the life of a young woman, from her birth, her joys, her encounters and her trials, in particular the illnesses she faced or may have faced (if not vaccinated) during her life but which did not kill her thanks to advances in science and medicine, including the discovery of her rare cancer at the age of 36.
Conceived by Publicis Conseil and directed by Jaco Van Dormael via production company Hamlet, โLucieโ takes the gamble of using almost exclusively scientific images to tell this story (scanners, MRIs, microscopes, 3D). It highlights the beauty of these images beyond their raw meaning, the poetry that can emerge from them to pay tribute to all the researchers, doctors and specialists who over the centuries have transformed what were once serious illnesses into benign ones, saving many lives in the process. Like most of us, Lucie lives her life without even thinking about all the times when science and medicine have enabled her to go on living.
โIn a world where cancer affects one person in two and more and more young adults, we want to show that the disease is a stage in life from which the majority of sufferers are now recovering, thanks to scientific progress. Lucieโs story is the story of thousands of patients. This film makes Gustave Roussy, its doctors, researchers and professionals part of the history of major scientific advances,โ said Professor Fabrice Barlesi, CEO of Gustave Roussy.
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