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    Top Spot of the Week: Director Derek Cianfrance, Ad Agency Alto “Live and Let Live” For Montefiore Einstein Hospital, Organ Donation

    By SHOOTUpdated:No Comments4359 Views

    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. 

    Media Type:Film: Short
    ScreenWork Categories:Short film
    Screenwork Type:Top Spot
    Video Tags:AltoDerek CianfranceRadicalMedia



    Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care

    Wednesday, November 20, 2024

    The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.

    This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.

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