Director Zack Resnicoff of Impressionista Films collaborated with Peter Moffat (the English writer and EP of the HBO show The Night Of) and pharma brands Sanofi and Regeneron to raise awareness about Atopic Dermatitis (AD). Moffat has AD and is the inspiration for John Turturro’s character in the show. The pharma brands approached Moffat through agency Weber Shandwick and the collaboration was born for this spot titled “Understand AD.” Moffat came on as technical advisor and provided the voiceover for the piece.
“A lot of my early film work was dark and cinematic and coincidentally, I work regularly with the DP of the The Night Of, so it was a natural fit,” said Resnicoff, a SHOOT New Directors Showcase alumnus. “What I found especially interesting about the project was that the client and agency were all on board for a dark tone and great moodiness that I don’t often see in this type of work. The FX makeup used to emulate the dermatitis was really well done and I think the piece is visually compelling. I had a number of folks afflicted with AD seek me out and thank me for telling their story in such a visceral way, and that was an amazing first for me in my commercial career.”
CreditsClient Sanofi, Regeneron Pharmaceuticals, Inc., National Eczema Association Agency Webber Shandwick Peter Gay, creative director; Jennifer Zarrillo, producer; Bonnie Miller, copywriter. Production Impressionista Films Zack Resnicoff, director/EP; Igor Martinovic, DP; Monika Sajko, production design; Debbie McMurtrey, editor.
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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