Continuing in the vein of the “So Stylish You Can Wear It” campaign, the Argos home and furniture collection shows off its autumn/winter fare in a fashion show shot in the English countryside. We see an unassuming couple stumble across an array of striking models and woodland creatures who strut along an ethereal forest catwalk, clad in a curated range of Argos’ stylish homeware and furniture.
Smoke and light filter through the trees as curtains are used as cloaks, bedside tables as hats and armchairs swing through the air occupied by beautiful flower adorned models in the guise of woodland nymphs. There’s even a woman on a horse adorned with a chandelier.
Traktor directed the spot via Stink Films for ad agency The&Partnership London.
Credits
Client Argos Agency The&Partnership London Yan Elliott, Micky Tudor, executive creative directors; Danny Hunt, creative director; Alice Burton, Carl Storey, creatives; Charles Crisp, head of integrated production; Anthony Borkett, sr. integrated producer; Ellen Green, creative production coordinator. Production Stink Films Traktor, director; Mikey Levelle, producer; Jamie D. Ramsay, DP; Ben Ansell, production designer; Natricia Bernard, choreographer; Dorrita Nissen, makeup; Verity Hawkes, costume designer; Sean Harland, props/product maker; Bob Schofield, wire stunt coordinator; Jim Dowdall, stunt coordinator. Editorial Final Cut, London Ed Cheesman, offline editor. VFX/Post MPC Kamen Markov, Tom Harding, VFX lead/Flame; Jean-Clement Soret, Mattheiu Toullet, colorists; Philip Whalley, producer; Sabrina Church, jr. producer; Rod Norman, Nuke. Audio Production GCRS Munzie Thind, sound engineer. Music “Fashion is my Kryptonite” (Be Norway version); Disney/Universal Music Publishing UK Ben Charles, composer/arranger; Be Norway, artist/performer; Dave Goulding, publisher/record company liaison
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
