When a toy shop owner needs help, the care he receives translates into healing a village and bringing it back to life, underscoring that holiday time can be magic.
Directed by Fredrik Bond of MJZ for agency Alto, this film for hospital/medical center Montefiore Einstein–with music from Oscar nominee (Minari) Emile Mosseri–proves that “Caring Makes Magic.”
Client Montefiore Einstein Loreen Babcock, VP, chief marketing officer. Agency Alto New York Hannes Ciatti, chief creative officer, founder; Matt Bonin, head of entertainment + production, partner; Ed Rogers, managing director, partner; Tara Fray, head of strategy, partner; Dan Kroeger, Pierre Janneau, creative directors; Bryan Stokely, writer; Chen Liang, Filipe Nogueira, art directors; Kim Cross, executive producer, film; Julia Menassa Paney, director of art production; Marvin Cassell, integrated production associate. Production Company MJZ Fredrik Bond, director; Ben Scandrett-Smith, exec producer; Alicia Richards, line producer; Daisy Mostyn, production manager; Arnaud Potier, DP; Dan Betteridge, production designer. Editorial Work Rich Orrick, editor; Chris Wronka, assistant editor; Erica Thompson, exec producer; Malia Rose, editorial producer. Post/VFX KEVIN Tim Davies, founder/creative director; Andrew Cowderoy, post producer. Color Grade Company 3 Sofie Friis Borup, colorist; Shannen Troup, color producer. Music Walker Music Emile Mosseri, composer. Sound Design & Mix Barking Owl Gus Koven, sound designer/ Ashley Benton, exec producer; Matt Keith, mix engineer
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
