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    The Best Work You May Never See: Diamond, Director Mark Zibert “Finish It” For Terry Fox Foundation

    By SHOOTUpdated:No Comments594 Views

    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 inspire people around the world to pick up where he left off. ‘Finish It’ is more than a tagline–it’s a universal rallying cry to unite humanity in the fight against cancer.”

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    Credits

    Client Terry Fox Foundation Agency Diamond Josh Diamond, partner; Peter Ignazi, chief creative officer; Jordan Cohen, VP, group creative director, copywriter; Mark Holden, VP, group creative director, art director; Mark Graham, head of production; Lori Davison, chief strategy director; Erin Banting, VP, strategy; Evelyn Wong, designer. Production Company Scouts Honour Mark Zibert, director/DP; Eric Kaskens, DP; Simon Dragland, Rita Popielak, exec producers & line producers; Tricia Zaremba, creative research; Jordan Worth, production designer; Kate Day, wardrobe stylist. Casting Jigsaw Casting Shasta Lutz, casting director. Editorial Company Nimiopere Graham Chisholm, editor; Laura Corredor, assistant editor; Jenna Edwards, exec producer. Color Alter Ego Wade Odlum, sr. colorist; Daniel Saavedra, Sabrina Salerno, assistant colorists; Sam Omand, postproduction coordinator; Spencer Butt, producer; Genna McAuliffe, sr. producer. VFX/Online Tantrum Studio Dominik Bochenski, VFX artist; Victoria Holt, Rebecca Mackillop, exec producers. Sound Design/Mix Walker Sara Matarazzo, managing director; Stephanie Pigott, sr. exec producer/partner; Danielle Soury, sr. producer. Music Walker Jonas Bonnetta, cover arrangement. Song: “Courage” by The Tragically Hip.

    Media Type:Commercial: PSA
    Video Tags:DiamondMark ZibertScouts HonourTerry Fox



    Top Spot of the Week: Director Steve Rogers, VCCP Get “Homesick” For Cadbury

    Thursday, January 15, 2026

    Cadbury Dairy Milk has unveiled “Homesick,” a spot from London agency VCCP directed by Steve Rogers via Biscuit Filmworks x Revolver in collaboration with VCCP’s global content creation studio Girl&Bear.

    The film marks the latest chapter in Cadbury’s long-running and IPA Effectiveness Grand Prix-winning brand platform “There’s a Glass & a Half in Everyone.”

    “Homesick” tells the story of two sisters separated by 6,000 miles. Set against the neon glow of Kuala Lumpur, the film opens with the older sister calling home. After the call ends, she reaches for an envelope--an eagerly awaited piece of home--and discovers a Cadbury Dairy Milk chocolate bar lovingly wrapped inside. There’s just one twist: her younger sister has already eaten a generous portion of it. A tiny alien sticker holds together what remains of the bar, an unmistakable signature of sibling mischief. It’s a small, human moment--tender, funny and instantly relatable--capturing the way even imperfect gestures can mean everything when you’re far from home.

    The campaign was created by VCCP creatives Emma Jackson and Aly Lane and aims to reinforce Cadbury’s role as a fabric-of-the-nation brand--one that understands and reflects the emotional connections people share every day. As loneliness rises and feelings of belonging decline, Cadbury believes these small acts of generosity have never been more meaningful or more relevant.

    The film will run across TV, VOD and YouTube.

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