Rushes Post Latest 'Breakthrough Breast Cancer' Commercial Starring Jodie Kidd Title:
‘Change’ Rushes Producer: Vittorio Giannini This great upbeat commercial, in order to promote the Fashion Targets Breast Cancer (FTBC) T-shirt for Breakthrough Breast Cancer, FTBC is a fascinating glimpse of a world famous supermodel, Jodie Kidd, facing the kind of fashion crisis every woman knows all too well. What to wear when nothing you try on seems to hit the spot for the occasion you have been invited to?! Jodie is filmed in her own bedroom in a stylish, yet lived-in, converted warehouse style apartment. Her dog, Inca also features, with discarded clothes often landing on his head. The tone of the film is intimate and funny as she is totally unaware of the camera and reveals all the behavioural girly quirks we all do, facing such a dilemma! She tries on outfit after outfit, searching for the right look. Suddenly, Jodie has a brilliant idea and puts an outfit on that by her expression is exactly what she had in mind all along. We do not get a clear look at the outfit itself, but the finishing shots are of Jodie, as she steps out of a limo onto the red carpet at a Premiere. We first see a glimpse of her legs and the camera tilts up to see her face as she emerges. A barrage of paparazzi flash lights go off as she turns and we see her looking stunning in a little black number with a difference…a Fashion Targets Breast Cancer T-shirt. Jodie, who is the face of this year’s FTBC campaign, said: “The ad was such great fun to make, it’s not the usual kind of fashion assignment I get asked to work on and it’s the first time I’ve ever really had to act, but I really enjoyed making it. Fashion Targets Breast Cancer is all about raising money in a positive way so Breakthrough’s brilliant work can continue and I think the ad really achieves that.” Director Lucy Blakstad adds: " It was great fun working on this commercial, Jodie was a real professional and easy to work with and so was Inca! It is great to be involved in search a worthy cause and I'm also pleased that Brave Films gets behind campaigns like this." Says Rushes Senior Telecine Producer Vitorrio " This was a project that Rushes could only say yes to. The job was shot beautifully on HDcam and the end result looked fantastic. Rushes Senior VFX artist Paul Hannaford says "Because the end result is for cinema, this project lent itself to HD. We spent a day completing both black and white and colour versions and Director Lucy Blackstad was pleasantly surprised at how smooth the whole HD process was. The demanding part of the job for me was the title sequence and to be honest this was a painless process. Working in HD did not slow us down at all. We were able to quickly make changes that both the Agency and Director could see, which in turn enabled us to make a decision that made everyone happy. The finished film was fantastic and this was partly due to the mastergrade. DOP Adrian Wild, had given us a very filmic look to begin with, and this was only enhanced in TK. The end result was that Lucy and the agency creatives were over the moon with the final images."
Ralph Lauren (US) launched Fashion Targets Breast Cancer in 1994, after a close friend Nina Hyde; fashion editor of the Washington Post died of breast cancer, and continues to serve as Honorary Chair. Breakthrough Breast Cancer introduced the campaign to the UK in 1996. Designer Amanda Wakeley and fashion journalist Caryn Franklin co-chaired the first Executive Committee and have continued to lead the campaign, giving their support and confirming the campaign’s weight in the fashion world. Every month, more than a 1,000 woman die from breast cancer. One in nine UK women will be affected by breast cancer at some stage in her life, devastating thousands of families. That is why it is vital that Breakthrough’s research continues, to discover how breast cancer can be prevented, to discover the causes and to continue to develop new treatments so it can eventually be eliminated from society. |
