Derek Cianfrance of RadicalMedia directed this spot, “Caring Makes Magic: A Holiday Tale," conceived by agency Alto New York for Montefiore Einstein. Advanced by visual effects from Method Studios and stop-motion animation provided by Good Stranger, the film reminds us that the most magical way to see the holidays is through the eyes of a child.
In the piece, the girl take her stuffed animal unicorn, who’s injured, to the Children’s Hospital at Montefiore where a team of surgeons saves her best friend, reattaching its broken horn before something truly captivating happens.
The story serves as both fable and metaphor for the magic that coincides with receiving life-saving care, and the world-class medical treatment and innovation the children’s hospital has provided over the course of the past decades to children in New York and around the globe.
Cianfrance, a DGA Award winner for his commercialmaking, has a body of work also spanning feature films (Blue Valentine, The Place Beyond the Pines, The Light Between Oceans) and TV (the miniseries I Know This Much Is True).
Credits
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; Tara Fray, head of strategy, partner; Dan Kroeger, Pierrre Janneau, creative directors; Ben Berkon, executive producer, film; Julia Mehassa Panev, director of art production; Marvin Cassell, integrated production associate; Filipe Nogueira, art director; Amber Wimmer, head of digital production; Jonathan Percy, executive producer, digital; Ciney Nguyen, designer. Production RadicalMedia Derek Cianfrance, director; Gregg Carlesimo, exec producer; Cathy Dunn, head of production; Tracie Mochizuki, staff producer; Carla Tate, producer; Jody Lee Lipes, DP; Dave Morris, Fay Grande, Jennifer Venditti, casting directors. Editorial Final Cut Jim Helton, editor; Stephanie Roebuck, exec producer; Wade Weliever, sr. producer; Lucas Moesch, assistant editor. VFX/Post Method Studios Warren Paleos, Wensen Ho, creative directors; Ananda Reavis, sr. exec producer; Chris Lewis, producer. Stop Motion Good Stranger David Brooks, director. Color Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. Sound Design & Mix Heard City Gloria Pitagorsky, partner, managing director; Dan Flosdorf, sound designer/mixer; Jackie James, Sasha Awn, exec producers.
Uber Eats launches its new brand platform for the U.K.--”When You’ve Done Enough, Uber Eats”--which celebrates moments of often-needed relaxation and downtime delivered by Uber Eats. The first in a series of films has been rolled out to showcase iconic figures entertainingly embracing their downtime.
“Evil’d Enough” stars Academy Award winner (No Country For Old Men) Javier Bardem, who is well known for playing malevolent characters during his acting career. This TV commercial is directed by Emmy Award-winning filmmaker David Shane and produced through O Positive for agency Mother in London.
Bardem said “Playing a bad guy can be very demanding. Even villains deserve a little downtime after a long day of being evil. And that’s exactly what Uber Eats delivers.”
“Evil’d Enough” parachutes us into what appears to be the middle of a classic film scene, starring Bardem in his next iconic evil role. He and his generals sit at a menacing boardroom table in his lair, discussing the next steps for world domination (for what must be the millionth time). But when Bardem decides he’s had enough of evil-ing for the day, he knows exactly what he wants: a little downtime, provided by sushi ordered on Uber Eats.
Director Shane said, “It’s such a strong idea. We’ve all kind of chafed under the weight of other people’s expectations for us. We may not all be cinematic evil masterminds, but we’ve all needed a break. Javier was a gem to work with. Super invested and really collaborative. There was never a false moment from him. It was just a lovely magical couple of days.”
The integrated campaign launched yesterday (2/3) across the U.K.
