Ad Agency BVK & Green Dot Films’ Director Rafael Fernandez Find Light In Dark Places For OU Medicine’s Cancer Center


Last Updated: September 26, 2011 6:01 pm GMT
(Los Angeles, California--September 26, 2011) LA-based Green Dot Films director Rafael Fernandez chronicles one woman’s fight with cancer in a poetic new :60 spot called “Hair” for OU Medicine’s Cancer Center out of the ad agency BVK, Milwaukee/Chicago. Using hair growth as a device to mark the passing of time, “Hair” begins in the woman’s darkest hour and ends in a more hopeful, brighter time.

One key for director Rafael Fernandez was to find an actress capable of expressing the authentic helplessness and eventual hopefulness of the lead role. (Oh, and she had to be willing to shave her head bald.) Says Fernandez, “We wanted to respect the gravity of cancer and honor the true experience as best we could, so we all became very emotionally invested. Processing such heavy emotions and also trying to coordinate eight haircuts throughout the day was challenging, but incredibly rewarding.”

“I’d seen many cancer spots over the years. And many that dealt with women and the emotion of losing their hair. I’d always felt emotionally manipulated. The idea of having one’s hair growth represent recovery was simple. Having the luxury of the :60 spot told without words in her own environment, in her own private moments was monumental. Having a director, actress and crew that understood that was priceless. The result is a hopeful, uplifting and emotionally powerful experience that never once borders on manipulative.

- Rich Kohnke / Executive Creative Director BVK

“The power of the spot really comes through in the woman’s performance. The opening scene in front of the mirror was actually filmed at the end of the day, and our actress was coming to grips with seeing herself for the first time with no hair. You can imagine she didn’t have to try too hard to look devastated.”

- Mike Holicek / Creative Director BVK

“Hair” opens on our hero in the depths of chemotherapy treatment, evidenced by her bald head and look of utter despair. We see her steeping tea, showering and thinking in her dimly lit home; even the little things are difficult at this stage. As we follow her through different rooms in her house, each location change or action is punctuated by more and more hair atop her head. Finally, as she’s about to exit the home in a now warmly lit foyer, she has a full head of titian hair and her daughter at her side. Mother and daughter then exit into a green and sunny exterior; survivors. The super, “Oklahoma’s only comprehensive cancer center,” followed by the OU Medicine logo and, close out the spot.


Agency: BVK

Executive Creative Director / Art Director: Rich Kohnke

Creative Director / Copywriter: Mike Holicek

Creative Director / Art Director: Mike Scalise

Agency Producer: Allison Lockwood

Account Supervisor: Tricia Lewis

Account Manager: Ali Dawe

Production Company: Green Dot Films

Director: Rafael Fernandez

DP: Doug Chamberlain

Managing Director: Rick Fishbein

Executive Producer: Darren Foldes

Executive Producer: Rich Pring

Producer: Jacquie Frisco

About Green Dot Films
Green Dot Films consistently produces exceptional commercial work and has been building trusted agency relationships since its inception in 1996. With a focus on cultivating the talent of their directors, the team has won over even the most top tier of repeat agency clients. Hosting a diverse roster combining veterans with fresh new faces, Green Dot brings top industry talent in spots, features, stills and animation. Green Dot Films is readily able to handle any sized project with the utmost care and creativity. Green Dot’s core executive team is lead by owners Jane & Brent Thomas, Managing Director Rick Fishbein, Executive Producer/Head of Sales Darren Foldes & Executive Producer/Head of Production Rich Pring. Green Dot Films 2011 directing roster: Rebecca Baehler, Omri Cohen, Coppos/Lee, Richard Farmer (formerly of the directing team HAPPY), Rafael Fernandez, Jacobsbriere, Luc Schurgers (founder of MiniVegas), Richard Sears, Brent Thomas and Claire Thomas.


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