"Together we will beat cancer" - is the poignant message from Cancer Research UK in their newest spot, 'Couples'. Created by AMV BBDO, Bare Films and director Joanna Bailey, the emotionally charged 40-second TVC highlights the devastating effect of cancer and the affect it has on loved ones. Bare Films' Director Joanna Bailey, who started her career as an award winning documentary maker, has extensive experience communicating hard hitting messages sensitively and effectively, with spots including 'Bad Day' for Cancer Research and 'Find Healthy' for Bupa. Known for her emotional and frank style, Bailey creates an honest look at cancer and Cancer Research's role in reducing the devastation of this disease. The spot consists of real life survivors in a montage of heartfelt cancer accounts from the perspectives of sufferers' loved ones, Cancer Research expresses the need to still do more. Colourist Seamus O'Kane explains how he helped bring the commercial to life: "The idea was to bring intensity to the image that would echo and focus the very real emotion that came from the interviews. With such a touching subject there is no need to gloss the image but instead we added a series of subtle layers that allowed the emotion to flow across the diverse locations in a way that keeps the viewer locked onto the expressions and words in a very sympathetic and absorbed manner." He continues, "In many ways this commercial is a perfect example of how strong relationships and team work can allow for the most difficult of subjects to carry an effective message with impact and clarity."
Agency: AMV BBDO Creatives: Milo Campbell, Sonny Adorjan Production Company: Bare Films Director: Joanna Bailey Executive Producer: Helen Hadfield Editing Company: The Whitehouse Editor: Adam Marshall Edit Assist: Flaura Atkinson Post-Production / VFX Company: The Mill VFX Producer: Sophie Hogg Colourist: Seamus O’Kanevia www.coloribus.com