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    Ellen Kuras Directs “Bra Cam” for FITNESS, McCann Paris

    By SHOOTUpdated:No Comments2487 Views

    Ellen Kuras of The Corner Shop/Outsider directed this spot which deploys a “bra cam” as a means to encourage women to do a self-examination of their breasts to help prevent breast cancer.

    Agency McCann Paris came up with the idea of a hidden camera in a woman’s bra that records just how many people check out her cleavage on a daily basis. This leads to asking all women when was the last time they checked their own breasts. McCann went with a humorous, attention-grabbing way of reminding women that checking their breasts regularly can preserve their health and wellbeing. The video redirects to further information on how to conduct a breast self-examination.

    The sponsor, FITNESS breakfast cereal, is committed to encouraging healthy routines in all aspects of women’s lives. This month, the company is looking to spark a social media movement prompting women to check themselves out. The initiative is designed to encourage women to “#CheckYourSelfie”.

    According to the World Health Organization, breast cancer is the foremost cancer in women, both in the developed and the developing world, with early detection playing a key role in controlling breast cancer outcome and survival. 

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    Credits

    Client Nestlé FITNESS  Agency McCann Paris Sarah Clift, creative director/art director; Kate Pozzi, art director/copywriter; Caroline Gozier, art director; Sasha Mantel, Arnaud Lemens, producers; Mariam Asmar, social strategist. Production The Corner Shop/Outsider Ellen Kuras, director/DP; Anna Hashmi, exec producer; Mel Nwanguma, producer; Julian Higgs, 1st assistant director; Lydia Kovacs, costume designer. Editorial Rock Paper Scissors Ted Guard, editor; Eve Kornblum, exec producer. Post MPC LA Music Human

    Media Type:Commerical: PSA
    Video Tags:Ellen KurasOutsiderThe Corner Shop



    DAVID New York Unveils Rom-Com Inspired Valentine’s Day Film for Clash of Clans

    Monday, February 9, 2026

    Valentine’s Day is all about the celebration of love, but not only the candle-lit, hand-holding, couples-only kind; it’s also for groups of friends, too. Clash of Clans is “clashifying” familiar romantic comedy tropes into heartfelt Clash bromances.

    Groups of friends who clan together can drift apart. Life happens, schedules misalign and those who once clashed together leave their clan hanging. This campaign film, created by DAVID New York, shows these players reuniting by reimagining famous romantic scenes. In one scene, a group of friends stands outside a friend’s window with a phone playing iconic sounds from the game, calling out to their bro and pleading with him to come back to the clan. In another, two friends surprise a friend at his door, holding up signs inviting him to return to playing the game together. The next sequence shows in-game characters embodying that same spirit of bromance, by putting aside their rivalries to help each other compete in Clan Wars.

    “Rom-coms have always shown us how powerful emotional storytelling can be. For this campaign, we reimagined those classic tropes to celebrate friendship and connection in a way that feels playful, heartfelt, and true to the world of Clash of Clans,” said Andre Toledo, chief creative officer at DAVID New York.

    Production was handled by Gravy Films, with Crobin Leo as the director.

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