Titled “You Do Your Thing,” this Turbo Tax spot directed by Raine Allen-Miller of production house Somesuch for Wieden+Kennedy (W+K), Portland, Ore., shows us a series of folks with different circumstances who qualify for certain tax breaks due to those circumstances.
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Credits
Client TurboTax Agency Wieden+Kennedy, Portland, Ore. Kevin Jones, Patty Orlando, creative directors; Nick Howard, art director; Nick Stoner, copywriter; Orlee Tatarka, director of production; Robert Saxon, executive producer; Jennifer Fiske, sr. producer; Tara Nielsen, design producer; Chris Streger, designer; Christian Clay, strategic planning. Production Somesuch Raine Allen-Miller, director; Molly Griffin, exec producer; Salli Zilles, line producer; Shawn Peters, DP; Jo Carkner, production design/art direction. Editorial Arcade Geoff Hounsell, editor; Mitch Mitchell, assistant editor; Alexa Atkin, post producer; Crissy DeSimone, post exec producer. VFX Timber Ryan Dahlman, head of production; Brian Shneider, lead Flame artist; John Saint-Buzon, Flame assistant; Aryel Melek-Shalom, VFX supervisor/CG artist. Color Blacksmith Mikey Pehanich, colorist. Music Walker Music Sara Matarazzo, managing partner; Stephanie Pigott, sr. exec producer; Dottie Scharr, Danielle Soury, sr. producers; Neha Shastri, sr. producer/music supervisor; Jendayi Bonds, associate producer. Graphics W+K Motion Adam Sirkin, motion lead; Ryan Jacobson, Dan Finn, motion designers; Cameron Blake, producer. Audio Post Lime Studios Loren Silber, mixer; Susan Boyajan, producer.
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
