Cannes Lions
SMUGGLER, Los Angeles / MONTEFIORE / 2021
Overview
Entries
Credits
Execution
The film opens on an establishing shot of NYC leading into the 2020 holiday season. We’re slowly introduced to characters out and about in the city at night as a woman slowly emerges on her balcony to tune her violin and a tuba player retrieves his instrument from the trunk of a cab. Successive shots of regular New Yorkers, intercut with musicians follow, leading to the “band’s” conductor officially starting the performance promptly at 7p. From rooftops, balconies and in the streets, a contagious, communal musical celebration commences honoring those who continue to work in hospitals and other medical facilities throughout the city. It’s a tribute to the movement started at the beginning of the pandemic, and thoughtfully reprised, as a thank you from the brand to those still on the front lines. A film made by New Yorkers for New Yorkers, that strikes an emotional chord with all.
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