Cannes Lions

CEILING CRASHERS

DEUTSCH, New York / AD COUNCIL / 2015

Film

Overview

Entries

Credits

Overview

Description

Aligning heart disease with other causes women have adopted, we see a woman crash dramatically through ceilings, one after the other, moving through the decades from the 1920s through today. Always speaking directly to camera, our hero starts as a housewife ironing in the kitchen in the 1920s. Then she crashes upward. Suddenly, she’s standing with a hand drill in a factory in the 1940s. Then she’s leading a rally in the 1960s. Finally, she occupies an executive's office in present day. She leans in behind her desk to say: “Today, women can do anything men can do. And there's one thing we’re even better at.” The frame cuts to black, and we see our hero on the ground. A flat, piercing tone enters and copy appears over her: "1 in 3 women die of heart disease and stroke. It's not just a man's disease."

Execution

To achieve the effect of our hero bursting through ceilings in each era, the production company used a combination of practical and computer-based visual effects. In the opening two scenes, the sets were built on 7-foot tall risers and a camera crane rig panned quickly from above to below the set. These shots gave the motion graphics developers in post-production a canvas on which to layer the fragments of wood, crumbling concrete and shards of glass that burst out with each ceiling crash.

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