In this short film–which is part of the Pedigree global Feed The Good campaign and video series–we are introduced to Liz Oleska who one morning saw her son off to school, not knowing it would be the last time she would see his face. The single mom’s eyesight deteriorated later that day and she almost gave up hope–until a dog named Brice entered her life, turning everything from dark to light.
Titled Dark to Light, this short–in support of Blindness Awareness Month this October–was also created in a second format that uses descriptive video services (DVS) to voice over the visuals displayed on the screen, ensuring the visually impaired can experience the film as well.
A creative team at BBDO NY conceived of the video which was directed by Nathan Caswell and Jeremiah Zagar via production house Public Record.
CreditsClient Pedigree Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Greg Ketchum, Tom Godici, executive creative directors; Banks Noel, Greg Gerstner, creative directors; Eduardo Petersen, associate creative director; Steven Schroth, sr. copywriter; Regina Iannuzzi, executive producer; Katie Schad, producer; Rani Vaz, head of music production. Production Public Record Nathan Caswell, Jeremiah Zagar, directors; Jeremy Yaches, exec producer; Jason Goldman, producer; Julian King, DP. Editorial Nomad Editorial Jai Shukla, editor; James Lee, cutting assistant. Postproduction The Mill Fergus McCall, colorist. Music/Sound stimmung Audio Post Sound Lounge Tom Jucarone, mixer.
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.”
Read More