Watch This: Flexing for a cause (Arthritis Research Foundation)

January 10, 2014  |  Jeromy Lloyd  |  Comments

Jane Murray, creative director at Lowe Roche, had a very personal reason for getting involved with a yoga fundraising event to benefit arthritis research.

According to a release, Sabrina Young, national event manager for Power of Movement, contacted Murray through Facebook to find someone to work on this pro bono campaign.

“She had no idea that I had a rare type of arthritis, called Ankylosing Spondylitis,” Murray said. “Over time, it causes your spine to fuse… I told Sabrina I would do it. It would be my honour – and also my challenge – to make a campaign so moving, and so interesting, and so beautiful, that it would encourage others to join this cause.”

Print materials for this campaign are already in market, and this spot was set to begin airing on television this month.

Agency: Lowe Roche
Co-creative directors: Mark Mason, Jane Murray
Production house: Sugino Studios
Director, photographer: Shin Sugino
Post production: School Editing
Colour transfer: Alter Ego
Sound house: TA2 Sound & Music

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