Channel 4 launches disaster movie-themed campaign with Cancer Research

Channel 4 is launching an animated film as part of campaign with Cancer Research UK.

The animated TV campaign was created by 4Creative, the channel's in-house agency.

The two-minute film will be unveiled as part of "Stand up to cancer", the fundraising partnership between Channel 4 and Cancer Research UK.

The film will first air during "The last leg" tonight. It will then be shown in cinemas nationwide and will also be broadcast across channels including ITV, UKTV and Sky network.

The creative pays tribute to classic disaster movies, but with a difference. In this version, the world belongs to cancer and is in the grip of a lethal outbreak. It turns out the humans are behind the chaos in "payback time" for cancer.

The film was commissioned by Channel 4 group marketing manager, Charlie Palmer, and conceived by 4Creatives’s senior art director, Pablo Gonzalez de la Pena, under the creative direction of 4Creative heads John Allison and Chris Bovill.  The idea was brought to life by Nexus directors Adam Foulkes and Alan Smith with sound design by Factory Studios.

Allison and Bovill said: "We wanted to create something that would empower people to stand up and throw cash in cancer's face. We did this by literally giving cancer a face. An unpleasant, pathetic, terrified and destroyable face.

"Then what better way to show the epic destruction of cancer than by utilising all the tropes the modern disaster has to offer? In your face, cancer."

Nexus directors Smith & Foulkes said: "The initial brief was to turn the table on cancer, depicting the disease as a civilisation spreading aggressively – unable to prevent its own Armageddon in the style of a disaster movie. The main challenge was how to visualise the cancer cells.

"We wanted to steer away from the obvious route of showing cells as a bunch of grotesque alien germs, but we were also acutely aware of not making them too human or cute."






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