It’s Not Weird to Book Your Own Mammogram

Director Dani Kind of Holiday Films and new agency Superhuman’s weird take on preventative cancer screening, portrays an all-too-normal patient self-advocacy experience.

The 45-second PSA brings the feeling of “finding something weird and not feeling heard” to life.“What better way to remind women to trust their instincts about their bodies than with a weird tentacle,” says Kind. Breast cancer is the most commonly diagnosed cancer among women in Canada. Early detection gives patients their best chance at survival.

The PSA drives viewers to dontwafitforweird.com, featuring locations for mammogram screening across Ontario, and acts as a hub for information about cancer screening and prevention.

Credits

Agency – Superhuman
Chief Creative Officer / Founder – Rachel Abrams
Co-Writers: Dani Kind & Rachel Abrams
Production Consultant: Invisible Forces

Production – Holiday United Group:
Director: Dani Kind
Executive Producer: Josefina Nadurata, Andrew Lynch, Eastern Yoo
Line Producer: Aarin MacKay
DP: Stuart Campbell (Mantle Reps)
1st Assistant Camera: Matt Veen
2nd Assistant Camera: Azael Flores
Grip: Lennon Shute
Gaffer/Swing: Kristoff Gallimore
Driver/Swing: Guy Renzetti
1st AD: Sarah Kravetz
Sound Mixer: Miles McBride
Hair/Makeup: Kyla Perri
Production Designer: Natasha Uhlrig
Production Designer: Jamie Hiltstone
DMT: Alex Chin
Camera and Grip/Lighting provided by Sunbelt

Editorial – Saints:
Executive Producer: Emily McKay
Editor: Danica Pardo
Assistant Editor: Bryce Conn

VFX/Online/Colour – Alter Ego
Head of VFX – David Whiteson
Lead VFX Artist – Saba Zahir
VFX Artist – Victoria Gaston
VFX Assistants – Veri Whitaker, Alyssa Glousher
CG Supervisor – Leonardo Silva
Lead Animator – Ryan Lovelock
CG Artist – Erica Hou
Senior Colourist – Eric Whipp
Colour Assistant – Jeremy Lewis
Senior Producer – Spencer Butt
Executive Producer – Hilda Pereira

Audio – Grayson Music
Music Director: Tom Westin
Music Supervisor: Rich Hamilton
Audio Engineer & Sound designer: Eric Hulme
Audio EP: Kelly McCluskey

Web Design
Laurie Hawco