Working with TBWA\Chiat\Day New York, Curfew has produced two spots for Mayo Clinic Health System with director Madeline Clayton at the helm.
The two thirty-second spots, “Pet Rock,” and “Stairs,” highlight the special attention medical providers give at Mayo Clinic Health System, where Clayton’s spots showcase how their patients are more than just a number on a chart.
Clayton is a Young Director Award Finalist and her work has won at the Cannes Lion, 1.4 Awards, Sydney Queer Film Festival, Melbourne Queer Film Festival and has been nominated at the AICP Awards, The Webbys, OneShow, Shots, Mumbrella, and St. Kilda Film Festival Awards.
Her short films have screened at 20+ prestigious film festivals internationally, most notably Palm Springs International Film Festival and she was awarded the Iris Prize, the largest in the world for LGBTQI films, in Cardiff, Wales.
Each Mayo spot is visually rich, cinematic, and leans into the warmth of life, reflecting the consistent presence of care and trust in the patients’ intimate worlds and Mayo Clinic Health System by bathing Clayton’s stunning visuals in golden light. The spots follow two effortlessly authentic heroes confronting their struggles and ultimately succeeding in a satisfying narrative payoff.
In these spots, Clayton has successfully brought to life the small, personal moments in the heroes’ health journeys in a way that replicates the attention that the Mayo Clinic gives to the intricate details of their patients’ lives in order to provide complete care.
Clayton elaborates on this vision: “I love to interrogate stories. I thrive at cracking open emotional and visual storytelling to bring deeper meaning and higher stakes to a character’s journey. I love to go on a journey together to find the right balance. One of my favorite parts of the process is to work together to refine the storytelling.” Watch below:
REELated:
Kathryn Berk, Executive Producer for Curfew, says of Clayton and the spots: “Madeline has an ease with which she brings the heart and core emotions of the story forward. She handles it with grace, supplying the sentiment without getting overly sentimental. She orchestrates emotional pictures beautifully and I love what she did with these spots.”
CREDITS
CLIENT: Mayo Clinic
AGENCY: TBWA\Chiat\Day Chiat NY
PRODCUTION COMPANY: Curfew
- Director: Madeline Clayton
- EP: Kathryn Berk, Spencer Dennis, Mark Smith
- Line Producer: Maury Strong
- Director of Photography: Evan Prosofsky
- Production Designer: Jennifer Morden
- 1st AD: Stuart Andrews
- HMU: Anya Ellis
- Wardrobe: Tanus Lewis
CANADIAN SERVICE COMPANY: North Kamp
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