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Sunnybrook Foundation “Michelle” 2014

Sunnybrook Foundation “Michelle” (2014) is a Sunnybrook Foundation commercial directed by Chris Sargent for Grip, produced by Soft Citizen. It won 2 awards, including AICP 2014 Honoree Regional Campaign and AICP Post 2014 Winner Regional.

A woman recounts her battle with cancer, highlighting the strength and resilience she found through treatment and the support of Sunnybrook Foundation.

Video: Married to Giants on Vimeo

Shot by shot

  1. A woman with long dark hair lies on a white bed, eyes closed, then opens them, then the camera pulls back to reveal her in a hospital gown.© Sunnybrook Foundation0:01
  2. A woman in her 30s, wearing a hospital gown, lies on a bed in a hospital room, looking up with a pained expression.© Sunnybrook Foundation0:13
  3. A young woman with dark hair lies on a bed, wearing a hospital gown, as she is slowly moved into an MRI machine in a hospital room.© Sunnybrook Foundation0:14
  4. A bald woman with her eyes closed lies in a hospital bed, slowly opening her eyes and looking up, in a black and white shot.© Sunnybrook Foundation0:17
  5. A man comforts a woman in a hospital bed, then a woman with a headscarf helps a girl with homework at a desk by a window.© Sunnybrook Foundation0:19
  6. A woman with a headscarf looks out a window, her reflection visible, in a black and white shot.© Sunnybrook Foundation0:33
  7. A woman with a headscarf sits at a desk next to a young girl who is writing, both looking out a window in a bright room.© Sunnybrook Foundation0:37
  8. A woman in her 40s, wearing a headscarf, looks out a window with a slight smile in a black and white, medium closeup shot.© Sunnybrook Foundation0:38
  9. A woman with short dark hair, wearing a white tank top, dries her hair with a white towel in a bathroom, looking at her reflection.© Sunnybrook Foundation0:40
  10. A woman with short hair, wearing a tank top, stands in a room, looking out a window, in black and white.© Sunnybrook Foundation0:44
  11. A woman with short dark hair looks directly at the camera with a serious expression in a black and white medium closeup shot.© Sunnybrook Foundation0:46
  12. A woman with short dark hair speaks directly to the camera, her face filling the frame in a black and white shot.© Sunnybrook Foundation0:51

Stills © Sunnybrook Foundation. Made by Grip, Soft Citizen and Chris Sargent.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A cancer survivor tells her story, emphasizing resilience and gratitude for care.

Tagline: “Change the outcome. Heal the future.”

cancer survivor storyovercoming adversityflashback narrativepersonal testimonialblack and white aestheticmedical journey

The cut

Length
61 s
Shots
15
Average shot
4.1 s

What creatives use Sunnybrook Foundation “Michelle” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Sunnybrook Foundation “Michelle”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A woman with long dark hair lies on a white bed, eyes closed, then opens them, then the camera pulls back to reveal her in a hospital gown.© Sunnybrook FoundationA woman in her 30s, wearing a hospital gown, lies on a bed in a hospital room, looking up with a pained expression.© Sunnybrook FoundationA young woman with dark hair lies on a bed, wearing a hospital gown, as she is slowly moved into an MRI machine in a hospital room.© Sunnybrook FoundationA bald woman with her eyes closed lies in a hospital bed, slowly opening her eyes and looking up, in a black and white shot.© Sunnybrook Foundation
    Frames from Sunnybrook Foundation “Michelle”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Sunnybrook Foundation “Michelle” in order, with its length, framing and what happens in it.

    A woman with long dark hair lies on a white bed, eyes closed, then opens them, then the camera pulls back to reveal her in a hospital gown.© Sunnybrook FoundationA woman in her 30s, wearing a hospital gown, lies on a bed in a hospital room, looking up with a pained expression.© Sunnybrook FoundationA young woman with dark hair lies on a bed, wearing a hospital gown, as she is slowly moved into an MRI machine in a hospital room.© Sunnybrook FoundationA bald woman with her eyes closed lies in a hospital bed, slowly opening her eyes and looking up, in a black and white shot.© Sunnybrook FoundationA man comforts a woman in a hospital bed, then a woman with a headscarf helps a girl with homework at a desk by a window.© Sunnybrook FoundationA woman with a headscarf looks out a window, her reflection visible, in a black and white shot.© Sunnybrook Foundation
    Length: 61 s · Shots: 15 · Average shot: 4.1 s

  3. 03Ad ideas: every spot built on a overcoming adversity

    Before you present an idea, you need to know who has done it, and how.

    Sunnybrook Foundation “Michelle” is built on a overcoming adversity. Search the library by idea to see every spot that uses it.

    Nike “You Can't Stop Us”© NikeCoca-Cola “I Love You Hater”© Coca-ColaChannel 4 “Meet the Superhumans”© Channel 4Biogen “Friedreich and I”© Biogen
    Nike · Coca-Cola · Channel 4 · Biogen

More commercials by Chris Sargent

  • Budweiser "Born The Hard Way" (2017) commercial still© BudweiserBudweiser “Born The Hard Way” 2017Dir. Chris Sargent · AnomalyCannes Lions Silver 2017
  • Don Julio "Follow Your Heart" (2023) commercial still© Don JulioDon Julio “Follow Your Heart” 2023Dir. Chris Sargent · Anomaly
  • Toyota Motor North America "Andrea" (2019) commercial still© Toyota Motor North AmericaToyota Motor North America “Andrea” 2019Dir. Chris Sargent · Dentsu Inc.

More from Grip

  • Royal Bank of Canada "Barcelona Dancing" (2019) commercial still© Royal Bank of CanadaRoyal Bank of Canada “Barcelona Dancing” 2019Dir. James Haworth · Grip
  • RBC WestJet "Paris River Cruise" (2019) commercial still© RBC WestJetRBC WestJet “Paris River Cruise” 2019Dir. James Haworth · Grip
  • KFC Canada "Flavour Train" (2019) commercial still© KFC CanadaKFC Canada “Flavour Train” 2019Dir. Tom Feiler · Grip
  • RBC "Roommates" (2019) commercial still© RBCRBC “Roommates” 2019Dir. Tom Feiler · Grip
  • Cheesestrings "Cheestrings - Squid & Moshpit" (2019) commercial still© CheesestringsCheesestrings “Cheestrings - Squid & Moshpit” 2019Dir. Mike Bishop · Grip
  • Yum! "KFC - Theatre" (2018) commercial still© Yum!Yum! “KFC - Theatre” 2018Dir. Ben Liam Jones · Grip

Award-winning public service & ngo commercials

Questions

Who directed the Sunnybrook Foundation “Michelle” commercial?

Chris Sargent directed it, produced by Soft Citizen, for the agency Grip.

Which agency made Sunnybrook Foundation “Michelle”?

Grip created it for Sunnybrook Foundation (2014).

What awards did Sunnybrook Foundation “Michelle” win?

2 awards, including AICP 2014 Honoree Regional Campaign and AICP Post 2014 Winner Regional.

What is the tagline of Sunnybrook Foundation “Michelle”?

“Change the outcome. Heal the future.”

Sources for the credits and awards

aicpawards.com