Cannes Lions

Nini Skye, Live and Let Live

ALTO NEW YORK, Brooklyn / MONTEFIORE EINSTEIN / 2022

Awards:

1 Shortlisted Cannes Lions
Film

Overview

Entries

Credits

Overview

Execution

Getting someone to give an organ to a stranger requires a truly compelling story. As US laws do not allow the casting of any one patient, it was paramount to cast someone that represented all of them—a person who still felt honest and who could resonate emotionally with audiences. Authenticity was key.

We took a documentary approach, diving deep into existing photos and videos of thousands of kids, scouring through their parents’ social accounts and communicating directly with families. We searched for a magical kid to be the heart and soul of our film, a kid whose real loves, interests, friendships, passions and dreams were documented in photos and videos, which could be used to add substance, depth and meaning to the work. Nini had all of that.

An NYC local, Nini had experience with past medical illness, and her desire to live life to the fullest shone through immediately.

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