RECENT WORK
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MERCK CANADA
”LISTEN CLOSE”
We got to make another important public service spot with our friends at Cloudraker for MERCK’s latest lung cancer awareness campaign. Rooted in the insight that we don’t often think about breathing (until we do) “Deep Breath” is positioned to not take something as simple as breathing for granted, and a reminder to screen and test for lung cancer when symptoms present.
Agency: CLOUDRAKER & MANIC PIXIE
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CLIENT: MERCK Canada
AGENCY (Strategy)
CloudRakerHead of Strategy & Business Design - Nathaniel Sibi
Business Director, Healthcare & Pharma - Olivia-Gail Squires
Account Director - Eunice K.
Strategist, Health - Tarindi Welikala
Account Coordinator - Alyssa TarriconeAGENCY (Creative)
Manic Pixie
Creative Director: Mark RozelukProduction
Big Pig Production Co.
Producer: Mark Delottinville
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WESSON
“IT STARTS WITH WESSON”
“IT Starts with Wesson” is the latest campaign for the 125 year old cooking oil brand. Manic Pixie developed a 360 campaign, including connected TV, Out-of-home, social and digital.
Agency: MANIC PIXIE
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PRODUCT: WESSON
AGENCY: MANIC PIXIE
CREATIVE DIRECTOR : MARK ROZELUK
ACCOUNT DIRECTOR: LINDSAY PRAJZA
ASSOCIATE CREATIVE DIRECTOR: SASHA DOWNER
ASSOCIATE CREATIVE DIRECTOR: YAN LI
PR: NEAT AGENCY
TARA MCCARTHY
MEDIA: PANOPLY
STRATEGIST: BIANCA DI LORETO
CHIEF MEDIA OFFICER: BOBBY DESTOUNIS
MEDIA & INNOVATION: NICHOLAS LANDRYPRODUCTION COMPANY: BIG PIG PRODUCTION CO.
PRODUCER: MARK DELOTTINVILLE
DIRECTOR: MARK ROZELUK
ASSISTANT DIRECTOR: CONOR M. O'BRIEN
DIRECTOR OF PHOTOGRAPHY: SANTIAGO TRUGEDA
POST PRODUCTION: MANIC PIXIE
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MERCK CANADA
“GARDASIL®9”
Manic Pixie developed the new nationwide campaign for MERCK’s HPV vaccine, GARDASIL®9. Through a series of playful spots and vignettes, we juxtapose the many things in life that you can’t prevent versus the efficacy of being vaccinated against HPV with GARDASIL®9.
Agency: MANIC PIXIE & CLOUDRAKER
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Client: MERCK Canada
Creative Director / Director: Mark Rozeluk
Director of Photography: Santiago Trugeda
Editorial: Manic Pixie
Production: Big Pig Co.
Executive Producer: Mark Delottinville
Colour: Kook Color
Business Director: Gail Squires
Account Director - Sabrina Cohen
Account Supervisor, Health - Valerie Smith
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MERCK CANADA
“CHANGE THE ODDS”
Developed as an evolution of the "Be the MVP" campaign to promote lung cancer awareness, Merck Canada strategically tapped hockey legend Hayley Wickenheiser. Known not only for her prowess on the ice but also as a physician, Wickenheiser serves as a powerful advocate for early screening and detection efforts.
Agency: MANIC PIXIE & CLOUDRAKER
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Client: MERCK Canada
Creative Director / Director: Mark Rozeluk
Director of Photography: Santiago Trugeda
Editorial: Manic Pixie
Production: Big Pig Co.
Executive Producer: Mark Delottinville
Colour: Kook Color
Account Director: Olivia-Gail Squires
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TSN DOORDASH “BRISKET VS PIZZA”
The DoorDash and TSN spots were meticulously crafted to seamlessly integrate with select NFL games throughout the season. Showcasing the diverse culinary delights distinctive to each American city, these commercials emphasize the extensive range of food options available through DoorDash.
Each spot, filmed in a versatile modular format and airing in concise 15-second segments, creates a playful scenario where two factions compete in a group meal order, overseen by the affable Kate Beirness from TSN.
Agency: MANIC PIXIE
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Client: TSN & DoorDash
Director: Mark Rozeluk
Director of Photography: Peter Schnobb
Editor: Mark Delottinville
Production: Big Pig Co.
Sound Mix: Manic Pixie
After decades of working agency side, we felt there was a better, more efficient way to get to great work. We call it “strategic storytelling”.
We abandon traditional agency models and practices in place of a narrative-led approach.
Stories are woven through every stage of the work, from our initial creative briefs, to ideation and co-creation. We believe in the power of storytelling as not just an output, but a methodology for writing the ending first.
Strategic storytelling taps into universal human experiences, emotions, and values, while also developing a clear, detailed and efficient way to streamline the work across all stages of a project. This approach allows us to reverse engineer budgets and timelines, ultimately maximizing the amount of creative deliverables over a calendar year and cadencing the content appropriately with our media and PR partners.