Christopher & Dana Reeve Foundation - Reverse - (2012) :30 (US)

Nola Director Greg Ramsey recently collaborated with Curious Pictures and @radical media to produce an uplifting spot created by BBDO in support of the Christopher & Dana Reeve Foundation.

Reverse opens on a dramatically lit, seemingly endless arrangement of dominoes. "In July of 2006, a hit-and-run accident left me paralyzed from the chest down," a somber Rob Summers says as the camera pulls back to reveal that the game pieces form a human silhouette. From the chest, the dominoes begin to fall, setting off a chain reaction in which over 2,000 more collapse into one another in a spellbindingly graphic metaphor.

"What if there was a way to reverse the effects of a spinal cord injury?" Rob asks, as the rectangular bits begin an improbable battle against gravity, reversing their fall and reassembling the full human form. "So that I could once again, do this," and in a breathtaking moment, Rob Summers resolutely stands up from his wheelchair.

John Osborn, president of BBDO New York and Chair of the Reeve Foundation's Communications Committee, stated, "Rob's story is extraordinarily compelling. His bigger-than-life personality and drive are an inspiration that we felt compelled to share. We want to invite the world to learn more and to feel what we feel-that this is a huge breakthrough and proof positive of progress being made in this field."

"It is imperative that as agencies, artists and producers, we work together to further the needs of important causes," noted Nola EP, Charlie Curran. "Greg stepped out of his comfort zone, working with everyone else who rose to the occasion, to make this very compelling spot for a great cause."

Read more:

Client: Christopher & Dana Reeve Foundation
Spots Title: Reverse

Agency: BBDO
CD: Wil Bodreau
Art Director: Daniel Sinisterra
Copywriter: Chris Holzfeind
Agency Producer: Robert Emerson

Prod Company: Curious Pictures (New York)
Prod Company: @radical media (L.A.)
Director: Greg Ramsey (Nola Pictures, New York)
Producer: Dave Nelson (New York)
Producer (@radical): Steve Fredriksz (L.A.)

Editorial: The Station
Editor: Jose Maria Norton
Compositor: Dan Sforza
Sound Design/Mix: John Northcraft
Producer: Hugh Broder
Producer: John Higgins

Telecine: Nice Shoes
Colorist: Lenny Mastrandrea

Music: Trivers & Myers Music
Composers: John Trivers & Elizabeth Myers

Shoot Location: New York and Los Angeles

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