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Park Pictures' Lubezki, Wilcha Direct KIND's "More Than Nice" For Y&R NY

By

Robert Goldrich
Thursday, Jan. 4, 2018

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In healthy snack company KIND’s latest film More Than Nice, produced by Park Pictures, three-time Academy Award winning cinematographer Emmanuel “Chivo” Lubezki and Emmy-winning director Chris Wilcha question the courageous acts of being “kind” over “nice,” and if the distinction could repair the wide cultural rifts Americans experience today.

The piece incorporates Lubezki’s interpretation of “kind,” rather than just “nice.” As an example, the co-director showcases volunteers who leave jugs of water across the US-Mexico border and discuss their heartfelt motivations. This humanitarian group’s intention is to prevent the suffering and death of migrants who choose to cross the treacherous desert border. 

Noted Lubezki, “I was struck not just by the incredible courage but also by the tremendous empathy that these volunteers had. There is no sacrifice in nice, but being kind requires it. In the video, we attempt to portray the human element of such a polarizing issue in a way that transcends politics and reminds us all of the frailty of the human body and the invincibility of the human spirit.” 

Credits

Client KIND Snacks Agency Y&R New York Kate Lummus, creative director; Hans Schenck, art director; Anthony DiMichele, copywriter; Joyce Roughley, sr. content producer; Greg Lotus, director of integrated production. Production Park Pictures Emmanuel “Chivo” Lubezki, director/DP; Chris Wilcha, director; Jackie Kelman Bisbee, Scott Howard, Caroline Kousidonis, exec producers; Michelle Currinder, producer. Editorial Exile Shane Reid, editor; Remy Foxx, post producer. Music Hanan Townshend, composer. Sound Design Martin Hernandez, sound designer.

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