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 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.” 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.
Client: Memorial Sloan Kettering Cancer Center
Chief Communications Officer: Avice Meehan; Senior Marketing Advisor: Belinda Lang; Director, Consumer Advertising: Pam Leichter; Marketing Manager, Advertising & Production: Joe Fruhman; Brand Manager: Lauren Higgins; Marketing Coordinator: Anita Shivraj; Research & Insight Consultant: Shoko Masuda; Marketing Consultant: Helen Alter
Agency: Pereira & O’Dell NY
Executive Creative Director: Dave Arnold; Head of Production: Tennille Teague; Agency Broadcast Producer: Tammy Lecker; Associate Creative Director: Alexei Beltrone; Associate Creative Director: Jake Dubs; Art Director: Lauren Geisler; Jr. Art Director: Alex Parodi; Copywriter: Michelle Lamont
Group Account Director: Carey Cwieka; Account Supervisor: Joelle Hadaya; Account Executive: Jana Cudiamat; Chief Strategy Officer: Matt Hermann; Strategy Director: Mike Lewis; Senior Strategist: Anna Bedineishvili
Production Company: Nonfiction Unlimited
Director: David Gelb; Director of Photography: Maryse Alberti; Executive Producers: Michael Degan, Loretta Jeneski; Head of Production: Patrick Degan; Line Producer: Franny Freiberger
Editing Company: Union Editorial
Editor – “Suzanne” & “Danny”: Sloan Klevin; Editor – “Valerie” & “John”: Karen Kourtessis; Executive Producer: Caryn Maclean; Post Producer: Susan Motamed
Music: Asche & Spencer
Mix: Heard City
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More