Breakdancing and cancer are very uneasy ad partners. The juxtaposition in the new cancer protection campaign by Mirimar for Montefiore Einstein is awkward. But, and it’s possibly an overriding but, the two-and-a-half minute film about what it takes to make it in the professional dance industry is very likely to hold the attention of young Americans – and that matters. The same demographic is probably “deaf” to cancer protection warnings. The campaign aligns the importance of spotting talent and cancer early and fighting to win.
The stated background for the campaign, Spot it Early, is that breakdancing and Montefiore Einstein were both born in The Bronx. Yes, it’s a tenuous thread. That the 2024 Paris Olympics will be the first time breakdancing is an Olympic sport, is a stronger bond and Montefiore Einstein launched its film in the live broadcast of the Opening Ceremony.
Credits
Client: Montefiore Einstein
Chief Marketing Officer: Loreen Babcock, SVP
Agency: MIRIMAR
Co-founder & Chief Creative Officer: John McKelvey
Co-founder & Managing Director: Luke McKelvey
Executive Creative Director: Nick Morrissey & Shannon Murphy
Creative Directors & Art Directors: Derrick Ho & Chris Cavalieri
Executive Producer: Benton Roman
Executive Producer – Photography: Lizzy Harris
Executive Producer – Print: Cindy Perez
Digital Producer: Jennifer Springer
Group Account Director: Aleks Rzeznik
Director of Operations: BreAnna Wilson
Photographer: Zach Gold
Retouching: Jen Toro
Graphic Production Designer: Alan Foster
Digital Designer: Todd King
Business Affairs Manager: Librado Sanchez
Microsite: Sisu
Head of PR: Elizabeth Hess
Production Company: Park Pictures
Director: Seb Edwards
Executive Producers: Jackie Kelman Bisbee, Scott Howard & Caroline Kousidonis
Senior Head of Production & Business Affairs: Anne Bobroff
Head of Production: Chelsea Schwiering
Producer: Laurie Boccaccio
Director of Photography: Adam Arkapaw
Production Designer: Akin McKenzie
Costume Designer: Catherine George
Casting Director, Dancers: Cindy Estada
Casting Director, Actors: Susan Shopmaker
Consultants & Choreographers: Jamal “The. Nemesis” Warren & Ivan “Heat Rock One” Cofield
Graffiti Artist: KEO XMEN
Editing: Cosmo & Trim
Editor: Tom Lindsay
Assistant Editor, Trim: Milo Bennett
Assistant Editor, Cosmo: Edward Schroer
Executive Producer, Trim: Noreen Kha
Executive Producer, Cosmo: Marie Mangahas
Interim HOP, Cosmo: Pamela Cohen
Associate Producer: Marcee Sanchez
VFX & Grade: Time Based Arts
VFX Lead: Stephen Grasso
VFX Supervisor: David Mellor
2D: Andre Dias, Bernie Varela, Billy Stockwell, Jack Long, Liam Doyle, Lucy Lawrence, Matt Shires, Ross Ferguson, Sarah Breakwell, Simon Melin, Viola Bascombe
Colourist: Simone Grattarola
Colourist Assistant: Tom Matthews
VFX Producers: Chris Aliano, Mia Saunders
VFX Executive Producer: Josh Robison
Sound Design & Mix: 750MPH
Designers: Sam Ashwell & Jake Ashwell
Producer: Olivia Ray
Music Supervision: Sunny Kapoor @ Curation Music
Music Clearance: Connie Edwards
Music:
New Rap Language by Spoonie Gee & The Treacherous Three, Dance by ESG, Rockin’ It by The Fearless Four & I Shall Wear a Crown by Pastor T. L. Barrett
VO Artist & Copywriter: Rahiem
Media: TruForm Media Group
