Directed by The-Artery’s Uri Schutzer, this SodaStream International brand film, entitled Rainbow Story, visualizes key moments from the life of Emmy-nominated actress and LGTBQ+ activist Laverne Cox through both live-action content and classic 2D animation. The narrative follows Cox from her childhood to the accomplished woman she is today. The animated compositions, which were led by The-Artery’s Yonatan Tal, include Cox transforming into a flying superhero, colorful parades, the Supreme Court’s landmark ruling protecting LGBTQ+ employees against discrimination, and much more.
In celebration of Pride Month, the brand is launching a limited-edition sparkling water maker kit, also named “The Rainbow Story,” empowering the community to share their personal pride stories. A portion of proceeds will be donated to global NGO ILGA World.
Credits
Client SodaStream International Jez Willy, Wayne Hanson, Yariv Ratner, creatives Production Company Jiminy Creative Uri Schutzer, director; Kobi Hoffmann, exec producer; Itai Neeman, DP; Adam Jette, production designer; Christina Pacelli, stylist; Kiyah Wright, hair; Tay Rivera Nails: Eri Ishizu, makeup. Production Services Rodeo Show Hani Selim, exec producer; Dawn Hoffman, producer. Editorial Jiminy Creative Yair Tamir, editor; Sivan Meisliz, edit assistant; Orit Pinco, post producer. VFX & Design The-Artery Vico Sharabani, executive creative director; Deborah Sullivan, executive post producer; Emily Brown, post producer; Yonathan Tal, animation supervisor; Joey Karwal, Miles Schlenker, Josh Brennan, Vivian Le, Greg Barry, animation; Aarif Attarwala, Asaf Yeger, Micky Gorenstein, Flame; Joe Grundfast, CG; Stephen Picano, color grading. Soundtrack “My Rainbow” Original Music Tomer Biran Sound Design Broadcast Media Avi Zonshine, sound design.
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
