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.
Cannes Gold Lion Film Craft winners “Robbery” and “Funeral” for AXE deodorant were standout ads last year, adroitly blending humor with the brand’s signature edge.
Now, creative agency LOLA MullenLowe in Madrid reunites with Belgian directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier) to deliver a new campaign for AXE, which explores the theme of sweetness but with an unexpected twist. “The Power of Sweetness” campaign spots subvert traditional notions of charm and kindness, offering a version of “sweet” that’s quite a departure from the norm, staying true to Axe’s playful, irreverent tone while keeping audiences laughing.
In this spot titled “Dog,” man’s best friend is anything but, jealous of an AXE body fragrance-wearing gent who’s courting the canine’s beloved woman owner. We see how sweetness can turn sour when dog takes sweet revenge on the woman’s beau.
Repped by Slim Pictures in the U.S., Lionel Goldstein directed the latest package of AXE spots via Belgium-headquartered production house CZAR.
