Runners For Research

The Project

Back in July, Veracity Studios was approached by The American Association for Cancer Research (AACR) to shoot two videos highlighting their sponsorship support of the 25th Annual Philadelphia Marathon.

AACR is the largest and oldest scientific organization in the world dedicated to cancer research, and it’s headquartered right in our backyard in Philly.

Bringing the Idea to Life

 

As Philadelphia-based company we take great pride in the city we call home and it’s achievements, so we were honored to help support the amazing work AACR is doing as one of the best cancer research centers in the world. AACR had already found their story and main protagonist, Mark Schoneveld, but needed Veracity to bring their idea to life.

Mark was diagnosed with terminal brain cancer in 2013, after collapsing with a massive seizure at work. He was diagnosed with grade III anaplastic astrocytoma, a rare malignant brain tumor. But for Mark and his family this wasn’t the beginning of their story and battle with cancer, in 2011 he lost his one year daughter, Elena, to acute lymphoblastic leukemia.

As you can imagine, the story and subject matter was sensitive, and the team needed to be cognizant and respectful of the family in telling this story. That meant having Mark, and his family sign-off on the final video. It’s rare that the subject matter be involved in the final output of a project, but because we were working with real people and real stories we had to navigate satisfying both the client and subject’s wishes.

The team worked over the span of two days and across eight locations throughout the city of Philadelphia and in upstate New York, gathering aerial, b-roll and interviews to tell Mark’s family story. Confident in our project we delivered a one and five minute video to both Mark his wife and the team at AACR. However, Mark’s wife grieving the loss of their child to acute lymphoblastic leukemia, was too sad to see their daughter in the video and requested that she be not such a strong focus of the project. The team assessed the footage they had captured and created a whole new script and video without having to schedule a single reshoot day. In the end the AACR and the Schoneveld’s were pleased with the project and it was shared online and social in the days leading up to the Philadelphia Marathon.

Client: AACR
Written & Directed by: Andy Hoffman, Joseph Gidjunis
Executive Producer: Joanna Guttridge
Producers: Joe Ronca, Andy Hoffman
Director of Photography: Joseph Gidjunis
Sound Design: Nock Mazuchowski
Production Assistant: Pat Brogan

Editor: Andy Hoffman