- Monday, Jul. 6, 2015
Renowned documentary director David Gelb, who gained critical acclaim with his film Jiro Dreams of Sushi, has directed a series of documentary shorts with the theme “Science Saves” for Memorial Sloan Kettering Cancer Center’s (MSK) ongoing “More Science. Less Fear.” campaign. “Science Saves” showcases compelling stories of three patients — and the important things in each of their lives that were saved because they chose to be treated at MSK.
The films can be seen below or online at www.mskcc.org/morescience.
Produced by Nonfiction Unlimited, which represents Gelb for commercial work, the films were developed and created by MSK’s creative agency of record, Pereira & O’Dell, New York. The new work demonstrates how the institution’s singular focus on cancer research, treatment, and care impacts and guides patients at each point in their journey, and how this approach helps MSK treat the whole person — not just the disease.
“Our mission for more than a century has been to treat cancer and to help our patients live the best lives they can, but just as important is giving people a new way to think and talk about cancer,” said Avice Meehan, Senior Vice President and Chief Communications Officer at MSK. “We started to frame that language in the original work last fall, and now we are bringing in the human impact by celebrating the stories of the people we serve.”
The three 4-minute films (“Suzanne”, “Valerie,” and “Danny”) at the core of the new campaign all end with the same line: “Science saves more than lives.” Through interviews and beautiful imagery, the films capture the people and issues that are important to each patient’s life and the families, friends, and care teams who have cared for and supported them.
“Our vision for the ‘Science Saves’ films was to tell stories about people, not patients, by shining a light on their lives beyond cancer. David [Gelb] was the perfect partner to capture human feeling in a way that felt emotional and authentic, yet different,” said Dave Arnold, Executive Creative Director at Pereira & O’Dell NY.
About Nonfiction Unlimited
Nonfiction Unlimited (www.nonfictionunlimited.com) is unlike any other commercial production company. Celebrating 20 years with a roster of elite award-winning documentary directors supported by an innovative production staff, the company takes a revolutionary approach to projects for advertising agencies and advertisers. Whether capturing real life or presenting narrative fiction in a way that is stylish and naturalistic, Nonfiction Unlimited, in every media, connects with audiences in a very special way. The company creates uniquely compelling commercials, complex branding campaigns, episodic series, and of course, creative documentaries.
About Memorial Sloan Kettering Cancer Center
Memorial Sloan Kettering is the world’s oldest and largest private cancer center, home to more than 14,000 physicians, scientists, nurses, and staff united by a relentless dedication to conquering cancer. As an independent institution, MSK combines more than 130 years of research and clinical leadership with the freedom to provide highly individualized, exceptional care to each patient. And MSK’s always-evolving educational programs continue to train new leaders in the field, here and around the world. For more information, go to www.mskcc.org.
About Pereira & O’Dell
Pereira & O’Dell (www.pereiraodell.com) is an international award-winning advertising agency with offices in SF, NY, and Brazil, that combines techniques from traditional advertising, digital, PR and design to create innovative campaigns, programs, and products that are in sync with how consumers behave today. In January 2014, the agency was named Standout Agency of the Year by Advertising Age, and recently named by Fast Company as one of the 10 most innovative companies in advertising. Among the Pereira & O’Dell client roster are Skype, Fox Sports 1, Intel, Memorial Sloan Kettering Cancer Center, Realtor.com, Fiat, New Era, Blue Apron, Henkel North America, Netscout and Rent the Runway.