The commercial, titled ‘Thank You’ captures the essence of the power of charitable donations to Leukaemia UK and raises awareness of giving through will donations. Created by 11 Agency and directed by Ray Moody, the commercial is the charity’s first foray into commercial advertising.
The one-day shoot on West Whittering beach in the UK cast actors in the roles and was an opportunity to bring together a core team and a number of trainees across different departments for their on-set experience. With the shoot outside of London, MADAM sourced trainees from the local area including further education establishments in line with the APA x BECTU Diversity Action Plan and the company’s own DE&I targets.
Director Ray Moody says, “Being able to support my client, 11 Agency, with the experience MADAM brings to production was a fitting choice for me considering the importance of this project. It was a great process that we’re all proud of”.
Drawing on decades of experience and a crew and supplier network of some of the industry’s best, MADAM was able to bring on exceptional world class support for the production.
Carly Stone, Executive Producer says: “Working alongside 11 Agency to deliver Leukaemia UK’s first TVC has been an honour. A charity that is personally emotive, I was very keen to work with the team and bring together likeminded crew and suppliers. MADAM have championed this project and it furthers our commitment and ethos to planet positive production.”
Sarah Weber, Head of Public Fundraising at Leukaemia UK says: ‘It’s been a pleasure to work with Madam Films and 11 Agency on our first ever television commercial. Every day 27 people, of all ages across the UK, hear the news that they have leukaemia. At Leukaemia UK we believe that with research, we can change this. Through accelerating progress in diagnosis, treatment and care we can help to bring about positive change, both for those living with leukaemia today and for those diagnosed tomorrow. We hope that the vital funds raised by this advert will help to find and fund the life-changing research that matters most for those affected.’
Creating opportunities for the charity sector to thrive is an important consideration for Madam Films. The company arededicated to creating productions that align with company values across environmental & ethical positioning. With a track record of expert knowledge, the company continues to leverage its creative expertise to support causes that make a difference.
Credits:
Brand: LEUKAEMIA UK @leukaemiauk
Legacy & In Memory Manager: Katie Wallman
Head of Public Fundraising: Sarah Weber
Agency: 11 London @11_london_agency
Creative Director: Steve Broadhurst
Senior Copywriter: Lyndsay McMorrow
Senior Account Director: Cecilia Antonini
Strategy Director & Co-Founder: Mark Cook
Production Company: Madam Films @madamfilms
Director: Ray Moody @prettydata
Executive Producer: Carly Stone @fareystone Michelle Stapleton @madamstapleton & Pippa Bhatt @pipbhatt
Line Producer: Josh Hillman @joshhillman
Post Production Producer: Carly Stone @fareystone
1st AD: Josey Jacobs @joseyrj
2nd AD: Alex Lloyd
Casting: Ilenka Jelowicki @inkcasting
Hair & Make Up Artist: Megan McPhilemy @createdby_megan
Trainee Stylist: Morgan
Steadicam: Guido Cavaciuti
Focus Puller: Sarah Gardiner
Camera Trainee: Charlie Evans
Gaffer: Phil Penfold
Runner: Luke Hillman
Work Experience Runner & BTS: Lily Pearl Equi @lilypeq_
Post Producer: Chris Chard @chopschard
Sound Facility: Grand Central @grandcentralrecordingstudios
Sound Engineer: Tom Keats @tttkeats
Audio Producer: Stephen Davies @stephenxo
Grade: Dave Ludlam @luddycolour
Music: Marcus Warner @MarcusWarnerMusic
With thanks to Clockwork London, 24-7 drama, Greenkit, Jack Till @badlyparkedvan, Conscious Artists @consciousartists_
- client
- agency