The Mill/MPC | British Heart Foundation launch ‘This Is Science’ campaign

Work January 13, 2022

British Heart Foundation has launched their new brand campaign ‘This is Science’ to showcase the power of science to save lives. The campaign, created by Saatchi & Saatchi tells the stories of people who are only alive today thanks to public donations powering BHF medical breakthroughs that have transformed science fiction into reality.  BHF wanted to see their mission brought to life by inspiring the public to support it’s life changing research. That’s where MPC comes in.

Collaborating closely with Saatchi & Saatchi and Director Ben Strebel, The Mill/MPC delivered the VFX and colour grade for this emotive film that combines exceptional CGI with stardom as Peaky Blinder’s actor Cillian Murphy does the voiceover.

The spot opens with a young boy, with a scar on his chest, getting ready for school. The voiceover reveals that, ‘he was a scientific hypotheses’, as the viewer sees a CGI visual of the 3D printed heart that was used to guide his surgery.

“Creatively we were tasked with envisioning a future for both science and medicine, and how that could be approached visually to best represent the lives saved by the BHF. It was our goal, as well as the British Heart Foundations goal to establish the notion that science fiction, is no longer so fictional. The ability to save lives and help families stay together for longer is more and more attainable with each passing day. At The Mill/MPC we combined both 3D animation and more traditional 2D approaches to build a future for how the business of saving lives is approached. Medical Data Collection, Augmented Reality, Micro Robotics, Robotic Organ Replacements and the creation of User Interfaces were just a few of the things we were tasked to imagine and create. By combining all of our resources, we were able to deliver a beautifully impactful film that both represents the future, and how closely we are to attaining it.”
Ricky Weissman, Creative Director at The Mill

Credits

THE MILL/MPC
CLIENT British Heart Foundation
ADVERTISING AGENCY Saatchi & Saatchi London
CCO Guillermo Vega
CREATIVE DIRECTOR Lauren Dyer
COPYWRITER Tobias Tercic
ART DIRECTOR Hernan Dietrich
PLANNING PARTNER Kristian Henschel
BUSINESS LEAD Paul McHugh
ACCOUNT TEAM Zara Hutchins
AGENCY PRODUCER Sam Robinson
MEDIA BUYING AGENCY PHD London
MEDIA AGENCY MANAGING PARTNER Fergus Barnett
PRODUCTION COMPANY Biscuit Filmworks
DIRECTOR Ben Strebel
DOP Ben Todd
EDITOR James Forbes-Robertson @ Trim
POST-PRODUCTION COMPANY Moving Picture Company
AUDIO POST-PRODUCTION COMPANY Sam Ashwell @ 750mph
PHOTOGRAPHER Nick Eagle
PHOTOGRAPHER AGENT Morgan Lockyer
MD/ EXEC PRODUCER Rupert Reynolds-MacLean
PRODUCER /HEAD OF PRODUCTION Samantha Chitty
LINE PRODUCER Nicola Sims
PRODUCTION MANAGER Adam Oyejobi
DIRECTOR’S ASSISTANT James Murray
COSTUME DESIGNER Selina Wong
MPC CREATIVE DIRECTOR Colour Matthieu Toullet
MPC CREATIVE DIRECTOR 2D Ricky Weissman
MPC CG VFX SUPERVISOR Will Jeffers