Directed by Juan Cabral of MJZ, this film for Visa Europe–a sponsor of the Rio 2016 Olympic Games–follows an athlete preparing to compete and depicts the journey he goes through in the buildup to the ultimate moment; the competition. His everyday life is interspersed with images of a beating heart, underscoring the heart of the dedicated athlete.
Titled “The Heart,” this 90-second cinema spot kicks off Visa Europe’s “Heart of the Olympian” campaign from Saatchi & Saatchi London. The ad will run in movie theaters in the U.K. Versions will also run across a range of channels including Facebook, Twitter, YouTube, created especially for the campaign.
Credits
Client Visa Europe Agency Saatchi & Saatchi London Kate Stanners, chief creative officer; Ben Robinson, Mike Whiteside, creatives; Lisa Bowcott, planner; Celestine Hall, producer. Production MJZ Juan Cabral, director; Stephen Johnson, producer. Editorial Whitehouse Russell Icke, editor. Postproduction/VFX Glassworks, London Jordi Bares, VFX supervisor; Duncan Horn, Flame artist; Andy Nicholas, Julian Johnson, Vladimir Venkov, 3D artists; Mark Holman-Harris, Leanne Pletersky, Tiago Barbosa, Nuke; Aleks Ugarow, Smoke artist. Music Soundtree Peter Raeburn Sound Design Wave Parv Thind, sound designer. Soundtree Henning Knoepfeul, sound designer. Audio Post Wave Parv Thind, mixer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
