Telefilm Canada Crafts Emotional Ode to Going to the Movies

Director X and No Fixed Address help country's cinema industry recover

Telefilm Canada, which works to boost the nation's motion-picture industry, frames going to the movies as an almost spiritual, shared experience in a campaign created by No Fixed Address and director LeSean Harris.

Another filmmaker, Director X—given name: Julien Christian Lutz—stars in this two-minute anthem spot, which he also narrates:

Telefilm Canada - Feel again at a theatre near you

"People have forgotten that going to the movies is about more than just watching," Director X begins. "It's the buzz, before and after. The anticipation. And the ritual before the show. It's the excitement that builds, as the lights dim low. The big screen, and the even bigger emotions. The powerful sound of someone else's story—and seeing yourself reflected in it."

He adds: "It's experiencing something beyond your imagination, and the way it makes you feel like a kid again."

Toronto-born X has helmed music videos for Drake, Justin Bieber and Jay-Z, plus TV shows and features, so his presence adds gravitas and star power. And he lays down a rich, persuasive pitch. It's as if a fellow patron or good friend chose to share words of wisdom before the movie magic begins.

As he speaks, we watch folks enjoy a night out at their neighborhood cinema. We get visual references to Hollywood genres, and an old-school call-out to cult favorite The Rocky Horror Picture Show, famous for inspiring audience participation.

The narrative employs X's movie memories and input from fans—collected this spring via social media—to inform its story. There's a neat cross-generational mentoring aspect, too, as seasoned pro X collaborated with up-and-comer Harris on creative development.

"I remember going to see Wedding Crashers. It was sold out, the place was packed, and the laughter couldn't be contained," X says in campaign materials. "The filmmaker in me began looking around and felt something profound: All these strangers are in this massive theater but sharing a singular experience and having a great time. The audience was feeding off one another—it was funnier together, more enjoyable together. You can only get that experience in theaters."

Working with Harris, X's "dynamic visual style and music video experience really helped the commercial come alive with color, sound and music, beautifully mirroring the message," agency partner and chief creative officer Jack Latulippe tells Muse.

Dubbed "Feel Again at a Theater Near You," the push seeks to revive an industry that's endured a 40 percent decline in attendance since pre-pandemic days. It broke this week at the Toronto International Film Festival, with elements running across TV, digital and OOH media.


Telefilm Canada - Feel Again

Client: Telefilm Canada
Interim Chief Executive Officer - Francesca Accinelli
Director of Communications & Marketing - Andrea Archibald
Brand Specialist - Karine Ouellet

Agency: No Fixed Address
CCO - Jack Latulippe
ENG Copywriter - Hayley McOstrich
FR Copywriter - André Paradis
Art Director - Randelle Pogue
VP Production & Content - Cherie O’Connor
Editor - Kevin Tian
General Manager - Flore-Anne Ducharme
Account Director - Nicole de Ravel
Account Supervisor - Camille Gagnon
EVP Strategy - Zach Klein
Strategist - Renaud Gingras Debien
Vice President Public Relations - Erin Banting
Senior Print Producer - Sheila Jacklin
Senior Production Artist - Gavin Gillespie
Media Director - Kayla Landen
Digital Director - Kate Dorofeeva
Media Buyer & Planner - Ksenia Kussner
EVP, GM, Products & Platforms - Ivana Musich
Director of Operations - Petra Simpson
UX Architect - Campbell Parsons
ACD, Digital - Christina Pinto
VP Creative Technology - Darrin Patey
Front End Developer - Activis
Analytics Lead - Lara Tutton

Production Company: Fela
Director – LeSean Harris
Executive Producer – Taj Critchlow & Fuliane Petikyan
Head Of Production - Amir Karimi
Integrated Producer - Mikayla Fasullo
Director - LeSean Harris
Producer - Matt Wiele
PM - Vlad Motorykin
Coordinator - Meika Wagner
1st AD - Darrell Faria
2nd AD - Matt Moreland

DOP - Adam Madrzyk
A-CAM 1st AC - Eric Shweiger
A-CAM 2nd AC - Andrii Shtakal
POV Rig Operator - Fraser Collins
Projectionist - Erik Kruka
Projectionist - Maxim Billig
Steadi-Cam - Dane Cutcliffe
VTR/DIT - Scott Wylie

Gaffer - Adrian Antonecchia
Best Boy Electric - Jordan Heguy
Package Truck Driver - Rich Pryce

Key Grip - Spencer Johnston
Best Boy Grip - Ryan Seifert
3rd Grip - Dexter Calleja
4th Grip - Kristoff Gallimore

Production Designer - Noelle Hindi
Buyer - Brenden Nerfa

Script Supervisor - Forbes Campbell
Sound Mixer - Adam Clark

Key Wardrobe Stylist - Priya Howlader
Wardrobe Assistant - Carla Candela
Wardrobe Assistant - Esme Mcbride

Key MUA - Kathy Nguyen
MUA Asst - Jocelyne Cardenas

Catering - SideDish Catering

Location Scout - Lance Creighton
Location Manager - Lance Creighton

PA & Driver - Mira Korngold
PA & Driver - Jeff Van Harmelen
PA (PU/S/R) - TJ Bruyea
PA - Ian Mcgillivray
PA - Ahmed Chewai
PA - Yugbodh Singh
PA - Dorcas Ho
PA - Noah Gravillis

Editorial - Nick Yumul @ Married to Giants
Online - Wingman VFX
Score + Sound design - OSO Sound
Transfer - Bryan Smaller @ Company 3

COVID Compliance - Philmon Embaye
Medic - Alexandria Armstrong

Photography Studio: Shoot Studio
Photographer: Martin Girard

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