Cannes Lions

Why This Road

MEDIABRANDS, New York / CHARLES SCHWAB / 2016

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Everyone discovers their vision and hope for the future in different ways. For some, it’s a sudden epiphany. For others, it’s a long held conviction. But everybody, at some point, has a moment of realization when they see what their next step should be. We illustrated this truth in a documentary film series that followed three very different heroes, all whose lives had come upon a forked path.

Our protagonists included a banker turned extreme athlete, a chef whose dreams of celebrity had crumbled, and a photographer whose life-threatening disease had changed everything. Each film explored the question, ‘Why This Road?’, creating a compelling, candid look at the turns life can take. In our approach, we were dedicated to highlighting the poignant, raw details of real lives, which, in turn, could inspire viewers to carry these stories forward and think differently about their own tomorrows.

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