David Gelb, whose lauded work includes the documentary Jiro Dreams of Sushi, directed a series of films that mark a powerful new phase of Memorial Sloan Kettering Center’s “More Science. Less Fear” campaign out of agency Pereira & O’Dell New York. Produced by Nonfiction Unlimited, the three shorts each tell the compelling story of a different cancer patient–and how treatment at Memorial Sloan Kettering can save lives, and much more.
The four-minute film titled Suzanne introduces us to a woman diagnosed with an aggressive cervical cancer and how Memorial Sloan Kettering devised a strategy and treatment that saved Suzanne’s life and enabled her to realize her personal dreams, including the birth of her daughter. All three of the shorts end with the same tagline: “Science saves more than lives.”
Credits
Client Memorial Sloan Kettering Cancer Center Agency Pereira & O’Dell NY Dave Arnold, executive creative director; Tennille Teague, head of production; Tammy Lecker, broadcast producer; Alexei Beltrone, Jake Dubs, associate creative directors; Lauren Geisler, art director; Alex Parodi, jr. art director; Michelle Lamont, copywriter; Matt Herman, chief strategy officer; Mike Lewis, strategydirector; Anna Bedineishvili, sr. strategist. Production Nonfiction Unlimited David Gelb, director; Maryse Alberti, DP; Michael Degan, Loretta Jeneski, exec producers; Patrick Degan, head of production; Franny Freiberger, line producer. Editorial Union Editorial Sloan Klevin, editor; Caryn Maclean, exec producer; Susan Motamed, post producer. Music Asche & Spencer Audio Post Heard City
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
