To engage our target’s sense of empathy and remind them how devastating a breast cancer diagnosis can be, we created an emotional 2-minute film utilizing a special body-mounted camera. This unique first-person technique allowed the viewer to feel like they were actually living the story rather than simply watching it. Over the course of our film the viewer experiences the complete breast cancer journey from diagnosis to treatment, to surgery and ultimately, recovery and participation in the CIBC Run For The Cure fundraising event. Because there’s no dialogue, we needed the track to convey the emotion and gravity of the situation. 2.4 Metres by a celebrated Hollywood film composer was chosen for its sparse, aching melody and ambient flourishes.

The musical track 2.4 Metres was originally written and recorded in 2011 for the Japanese earthquake benefit album "For Nihon". We did not augment or re-record this incredibly powerful track, but we did have to make one slight edit to maximize its emotionality and better fit our picture. This minor modification was done under the supervision and with the full blessing of the composer.