The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Production Design
Annual ID
OS23_MI099M
About the Work
Magic, nostalgia, joy and togetherness. These are the elements of every beloved holiday tale from ‘Rudolf the Rednose Reindeer’ to ‘It’s a Wonderful Life.’ They’re also the four qualities we try to imbue into every Holiday ad we create for Montefiore Einstein–an institution that has truly operated as a “hospital without walls” since its founding in 1884.
This year's story, The Holiday Train, focuses on their team of home health care workers, who help patients recover from difficult procedures, without having to leave the comfort and safety of their homes.
In the spot, dual plotlines tell the story of a toy shop owner who is recovering from such surgery with the aid of a Montefiore Einstein home-care professional and a classic holiday town that, for some mysterious reason, isn’t experiencing the holidays.
Crafting this world meant working with sets built at three different scales:
A small-scale world with a mixture of train sets and fabricated buildings, natural elements and miniature people.
A mid-scale model was created to match certain story points, and allowed us to film and then place our human actors in the smaller scale world.
And a large-scale set built solely for the sledding and skating scenes.
Once the different parts of the village were shot, we used greenscreen to add the actors into it. When the elements are all put together, it gives it a unique never-before-seen cinematic look, akin to a Broadway theater stage.
The special effects in this film help bring the magic of a holiday window into the real world, and the real world into the magic of a holiday window. The special effects techniques used, when all working together, help immerse the viewer and leave a lasting impression that is at once magical and authentic, heartfelt and fun.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Alto NYC / New York
Production Company
MJZ
Music / Sound Production Company
Barking Owl
Walker
Post Production Company
Kevin VFX
Work Editorial
Art Director
Chen Liang
Filipe Nogueira
Copywriter
Bryan Stokely
Chief Creative Officer
Hannes Ciatti
Executive Creative Director
Dan Kroeger
Pierre Janneau Houllier
Executive Producer
Kim Cross
Associate Producer
Marvin Casselle
Brand Director
Tom Gibson
Color
Company 3
Director art production
Julia Menassa Panev
Editorial
Work
Group Brand Director
Megan Bowen
Head of Entertainment + Production
Matt Bonin
Head of strategy
Tara Fray
Managing director
edward Rodgers
Senior Vice President, Chief Marketing Officer
Loreen Babcock
VFX / Post Production
Kevin VFX
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