Director Phil Joanou of MJZ teamed with an ensemble of talent at visual effects house MassMarket to turn out this rescue mission in which airmen save a group of local citizens at the precipice of a collapsing bridge. Agency is GSD&M in Austin, Texas.
Credits
Agency: GSD&M, Austin, Texas Tom Gilmore, executive creative director; Travis Wade, creative director/copywriter; Christopher Colton, creative director/art director; Karen Jacobs, executive producer; Natalie Lum Freedman, Aaron Kovan, producers. Production Company: MJZ Phil Joanou, director; Paul Mannix, producer. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist. Visual Effects: Mass Market, New York Christine Schneider, exec producer; Blythe Dalton, producer; John Shirley, VFX supervisor/lead Flame; Chris Sage, VFX supervisor/lead technical director; Andrew Park, designer Red Engine/matte painter; Sarah Eim, Katrina Salicrup, Todd Hemsley, Flame; Jodi Tyne, Flame assistant; Lane Jolly, lead desktop compositor; Lane Jolly, Ryan Raith, Shahana Khan, compositors; Zee Meyers, Gary Abrahamian, previz; Wendy Klein, modeler; Josh Burton, rigger; Josh Delaney, Taryn McLaughlin, animators; Wendy Klein, texture; Greg Gangemi, Stephen Delalla, Mike Fisher, lighters; Krystal Chin
Screenwork Type:Top Spot
NHS, M&C Saatchi UK and Director Fern Berresford Capture “That Feeling” For Early Detection Of Breast Cancer
NHS (National Health Service) England rolled out this PSA titled “That Feeling,” part of its first-ever national campaign designed to encourage women to screen for breast cancer.
Directed by Fern Berresford of Rogue Films for agency M&C Saatchi UK, the spot taps into the universal moment of relief women feel when removing their bras after a long day. This serves as a metaphor for the reassurance and sense of control women feel after attending a breast screening--a step that could help detect breast cancer before symptoms appear.
The :30 captures women of diverse ages, ethnicities, and body types in this intimate and relatable moment, paired with messaging about the life-saving benefits of screening. The spot is accompanied by Wilson Pickett’s upbeat track, “Land of 1000 Dances.”
Amy Parkhill, creative at M&C Saatchi UK, said, “There’s no better feeling than taking your bra off at the end of the day. The relief from being held in (and up) for hours. We wanted to use that relatable and universal truth and apply it to getting your breast screening sorted. To be free from putting it off and to know you’ve done everything in your power for your health. We kept the visual storytelling as authentic as the insight, opting for people and places that represent those we know and love.”
Parkhill continued, “It’s the positive and uplifting piece we hoped it would be, and we aren’t even sick of the song yet!”
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