Oscar-winning filmmaker Derek Cianfrance directed via RadicalMedia this moving two-minute film that promotes a groundbreaking digital platform for Montefiore Einstein Hospital in the Bronx, in service of the hospital’s kidney and liver transplant patients.
Alto in New York is the ad agency behind the campaign and the platform. The platform is designed to help patients share their unique and personal experiences through an AI storytelling tool. These stories in turn can help patients reach out to and connect with living donors who can provide a kidney or part of their liver as part of a viable life-saving option for many of those in need.
The Cianfrance-helmed piece mirrors the films that patients can create through the website. Cianfrance’s “Live and Let Live” film shares the story of Nini Skye who is not a real patient. But the film demonstrates the power of the platform. World-renowned composer Ludovico Einaudi lent his skills to the project musically.
Through simple prompts, patients can input details about their lives, including images and audio, and in a matter of minutes the platform turns those inputs into a deeply personal, heartfelt film, social, print and OOH content for them to share their unique story in digital and real life.
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; Ed Rogers, managing director, partner; Tara Fray, head of strategy, partner; Paul Aaron, digital strategy; Dan Kroeger, Pierre Janneau, creative directors; Filipe Nogueira, art director; Jenny Bahn, copywriter; Josh Litwhiler, executive producer, film; Amber Wimmer, head of digital production; Jonathan Percy, exec producer, digital; Julia Menassa, director of art production. Production RadicalMedia Derek Cianfrance, director; Gregg Carlesimo, exec producer; Frank Dituri, head of production; Clint Caluory, producer; Katie Trimper, production supervisor; Zoe Simone, DP; Jennifer Venditti, casting director. Editorial Trim Editing Tom Lindsay, editor; Maura Woodward, exec producer/managing director; Anne Lai, exec producer; Tony LaRocca, assistant editor. Color Company 3 Sofie Borup, colorist; Alexandra Lubrano, producer. Post/VFX Afternoon, Inc. Matt Eller, VFX/animation design supervisor. Music Ludovico Einaudi, composer. Walker Sara Matarazzo, exec producer. Sound Design & Mix Barking Owl Dan Flosdorf, sound designer/mix engineer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
