This anthem spot for Macy’s holiday campaign centers around an astronaut who is in space over the holiday season, and her seven year-old daughter, Mia. The mom keeps in contact with her family over video transmission, and keeping her company in space is Sunny, a snowpal hand-made by Mia. As the spot unfolds, you see the wonder of the holiday season through an ingenious plan hatched by Mia. The piece ends with the line, “Believe in the Wonder of Giving.”
Titled “Space Station,” the :60 was directed by two-time DGA Award winner Martin de Thurah of Epoch Films for BBDO New York.
Credits
Client Macy’s Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kotlhar, EVPs/executive creative directors; Tom Kraemer, Peter Alsante, SVPs/sr. creative directors; Bianca Guimaraes, VP, creative director; Dan Blaney, VP, group executive producer; Katie Porter, executive producer; Corie Rosenblatt, associate producer; Rani Vaz, SVP, director of music; Julia Millison, music producer. Production Epoch Films Martin de Thurah, director; Melissa Culligan, exec producer; Michaela Johnson, line producer; Chayse Irvin, DP. Editorial Work Editorial Rich Orrick, editor; Erica Thompson, exec producer; Jamie Lynn Perritt, sr. producer; Chris Delarenal, producer; Theo Mercado, assistant editor. VFX Blacksmith, New York Daniel Morris, VFX supervisor/2D lead; Tuna Unalan, Olivier Varteressian, VFX/CG supervisors; Charlotte Arnold, exec producer; Bindy St. Leger, VFX producer; Michael Marsek, Casey Reuter, Vitaliy Burov, CG generalists; Bogdan Mihajlovic, CG tracking; Rick Walia, FX artist; Robert Bruce, Nick Tanner, Tim Reagan, Jacob Slutsky, Yebin Ahn, compositors; Sue Jang, matte painter. (Toolbox: Flame, Nuke, Maya, Houdini, Arnold Substance Designer, Photoshop) Music Soundtree Music, London Jay James, exec producer/managing director/producer; Luis Alman, head of music production. Music title: HOME, composed by Joel Hartman for Soundtree Music; Published by Soundtree Music Publishing. Audio Post Sonic Union, New York Steve Rosen, mixer. Sound Design Brian Emrich, sound designer.
Tom Tagholm of Various Films directed this moving piece for the U.K.’s Department of Health and Social Care (DHSC) out of creative agency MullenLowe UK.
Focused on adult social care, the public service film delves into the world of care providers and how they connect with those they help. We feel how gratifying it is to assist people in daily tasks, the value it brings to their lives--and to the lives of those who provide this special care.
It’s a special career for people who might not have previously considered the role. It’s about a fulfilling job that fulfills lives. There’s a shared, reciprocal energy that emerges from working together in this way.
Capturing this dynamic and doing justice to this human story grew out of the creatives and filmmaker spending an extended amount of time in this world--long before any scheduled lensing. At this juncture, there were no cameras, just getting to know those involved--sharing tea and chatting, driven by a curiosity about life.
And this facilitated down the line the capturing of real human stories--trying not to get in the way of the natural rhythms of these special relationships as they unfolded. The mission was to recognize and capture all this--and in some cases uncover the significant moments and feelings inside of an apparently normal day. At the same time, the role of adult special care providers isn’t sugarcoated. There are challenges on both sides of the relationship. Yet there is a magic to the seemingly mundane, practical beats in a life--getting from point A to point B, answering emails, shopping, the daily tasks where the connection felt the most vivid and inspiring. One such task was seeing a man in a kitchen, cutting an onion for the first time, experiencing the joy of cooking.
The... Read More
