Friday, April 20, 2018
You are here:

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

By

Robert Goldrich
Thursday, Jan. 4, 2018

1508 views

Log in or register now!

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.

Category of ScreenWork: 
Media Type: 

560x349

<iframe width="560" height="349" src="https://www.shootonline.com/embed/74666/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://www.shootonline.com/embed/74666/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://www.shootonline.com/embed/74666/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://www.shootonline.com/embed/74666/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Thursday, Apr. 19, 2018

New York's "Fearless Girl" statue that has become a global symbol of...

Thursday, Apr. 19, 2018

Cameron Bailey has been named to the newly created position of artistic...

Thursday, Apr. 19, 2018

The Peabody Awards Board of Jurors revealed nine Entertainment winners,...

Thursday, Apr. 19, 2018

Seven years after being banned by the Cannes Film Festival for jokingly...

Thursday, Apr. 19, 2018

If you turn down the noise, you can hear yourself think and perhaps even...

Thursday, Apr. 19, 2018

Director Niall O’Brien has joined Furlined for U.S. commercial...

Recent SPW Releases

Thursday, Apr. 19, 2018

Leading post-production companies Volt Studios and Nice Shoes have moved...

Thursday, Apr. 19, 2018

GPL Technologies, a leading technologies solutions provider to the media...

Wednesday, Apr. 18, 2018

On Saturday, April 21, the Hollywood Section of SMPTE ® , the organization...

Wednesday, Apr. 18, 2018

Advertising production veteran David Verhoef has joined production and...

Wednesday, Apr. 18, 2018

Agus Gonzalez-Lancharro, Owner and Creative Director of the original music...

Monday, Apr. 16, 2018

New York Festivals International Advertising Awards® announced this year’s...

Top