Mark Zibert Directs SickKids' "Anthem" For Cossette
Mark Zibert of Skin and Bones Film Company directed this long-form spot for The Hospital for Sick Children (SickKids) in Toronto. Conceived by ad agency Cossette, the film depicts the epic battles waged by kids, their families, doctors and nurses against illness. The real warriors are the children who take on their adversaries in this spot as soldiers, gladiators, knights and superheroes.
All of the children in this short entitled “Anthem” are currently being treated at SickKids or have been patients at the hospital. Many have yards of bravery beads to commemorate their courage. The hospital gives children a special “Bravery Bead” each time they have a procedure, to see the number of beads even the youngest child might have is both daunting and awe inspiring.
Zibert said of the project, “A sombre emotional tone is an effective approach to communicating the everyday at SickKids. Where you can’t help but feel sorry and rightfully so, for the children and families who deal with the incomprehensible on a daily basis. But spending weeks and months at the hospital sheds a different light altogether. There exists countless stories of unbounded strength and courage in the face of illness and death. It’s hard to describe in words. The film attempts to convey that side of their stories using a combination of metaphor and frenetic pace. Showing their defiance in the face of illness. The insight here is huge, the creatives deserve huge credit for this.”
Client SickKids Foundation Agency Cossette Carlos Moreno, Peter Ignazi, chief creative officers; Craig McIntosh, Jaimes Zentil, creative directors; Dena Thompson, producer; Michelle Perez, VP, brand director. Production Skin and Bones Film Company Mark Zibert, director; Dan Ford, exec producer; Jackson Parrell, DP; Joan Bill, line producer; Marka Rankovic, editor; Jay Pooley, production designer; Ashley Wood, costumes. Postproduction The Vanity Sean Cochrane, VFX artist; Stephanie Pennington, exec producer. Animation a52/Elastic Patrick Nugent, Danny Hirsch, exec producers; Earl Burnley, Henry DeLeon, Sam Sparks, Michael Reith, Yelim Lee, Jesse Monsour, Jahmad Rollins, animators. Music/Sound Design SNDWRX Didier Tovel