In Montefiore Einstein hospital’s “There’s Magic in All of Us,” produced by SMUGGLER for ad agency Alto, Oscar-winning filmmaker Tom Hooper taps into the essence of the holiday spirit. The film stars a real boy with cerebral palsy, not an actor, whose life transforms with the help of eye-tracking technology, as he embarks on a whimsical journey above New York City with his brother. The film works successfully to seamlessly blend storytelling, technology, and visual effects, delivering an inspiring holiday message.
Representing underrepresented groups on screen mattered deeply to everyone involved with the project. Hooper, as well as Alto and Montefiore, felt it was necessary to cast a real child with a disability. Furthermore, from a craft standpoint, the cinematic film was scored by composer Alexandre Desplat, who worked with Hooper on The King’s Speech and has two Academy Awards of his own, for The Grand Budapest Hotel and The Shape of Water. Visual effects were done by The Mill.
CreditsClient Montefiore Einstein Loreen Babcock, SVP, chief marketing officer. Agency Alto New York Hanes Ciatti, chief creative officer, founder; Matt Bonin, managing partner, entertainment + production; Ed Rogers, managing partner; Tara Fray, head of strategy, partner; Dan Kroeger, Pierre Janneau, executive creative directors/partners; Anthony Goldstein, Chris Groom, creative directors; Ben Berkon, Mark Johnston, executive producers, film; Filipe Nogueira, art director. Production Company SMUGGLER Tom Hooper, director; Patrick Milling Smith, Brian Carmody, exec producers; Sue Yeon Ahn, managing director/exec producer; Alex Hughes, head of production; Mary Livingston, producer; Jonathan Mayo, production supervisor; Troy Cribbin, Jennifer Beliard, commercial coordinators; Peter Jackson, 1st AD; Steven Annis, DP; Ethan Tobman, production designer; Lee Ann Jarvis, costume designer. Casting Vitamin Enriched Katherine Foronjy, casting director. Music Alexandre Desplat, composer. Editorial Final Cut Jim Helton, editor; Sarah Roebuck, exec producer; Wade Weliever, sr. producer; Alyce Muhammad, assistant editor. Post/VFX The Mill Matt Fuller, creative director; Angela Lupo, managing director, exec producer; Ed Rilli, sr. producer. Color Grade Company 3 Sofie Friis Borup, colorist; Shannen Troup, producer. Sound Design & Mix Barking Owl Gus Koven, sound designer; Matt Keith, mix engineer; Ashley Benton, exec producer.
CarMax, The Martin Agency, Director Ulf Johansson Take Us To Car Dealership Run By Beetlejuice
CarMax, the used car retailer known for promoting “the way car buying should be,” understands that sometimes the best way to appreciate doing things the right way is by showcasing the wrong way. In collaboration with the Beetlejuice Beetlejuice team--which is elated given that the movie topped this weekend’s North American box office--CarMax is taking a playful approach to show what car buying shouldn’t be. Showing a family’s nightmarish car-buying experience by turning a character from the movie into possibly the most devious car salesman ever, the campaign, titled “BeetleMax: The Way Car Buying Shouldn’t Be,” humorously illustrates what to avoid when purchasing a car, highlighting CarMax’s commitment to providing a trustworthy and enjoyable car-buying experience for the whole family.
The campaign, concepted by The Martin Agency and directed by Ulf Johansson via Smith and Jones Films--includes this hero spot depicting a car dealership, Beetlemax, run by Beetlejuice himself.
“Beetlejuice is among Warner Bros. most beloved franchises and continues to be sought out by audiences of all ages. Theatrical partnerships with brands like CarMax and their BeetleMax campaign are exciting because they allow us to extend the cinematic world for moviegoers and offer an enhanced entertainment experience. We are thrilled to be partnering with CarMax in such an innovative and immersive way for Beetlejuice, Beetlejuice,” said Dana Nussbaum, EVP of worldwide marketing for Warner Bros. Pictures.
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