NHS | Heart Attack – Hands (2022, UK) [4K Upscale]

Brand new NHS PIF for their new campaign starting this week, using a rather sinister approach to demonstrate that most heart attacks start out with very mild symptoms. I was rather impressed with the quality and execution of this PIF, and I really like the use of the crushing hands disguised within the same pattern as the man’s shirt, wrapping around his waist as a metaphor for the tightening of his chest. Here I was expecting it to be boring, but it’s actually pretty creepy! I’m hoping there will be more variants of this PIF using different protagonists with different symptoms, but overall, it’s top marks from me! Credits Creative Agency: M&C Saatchi Chief Creative Officer: Ben Golik Creative Director: Tom Kennedy Producer: Angela Zabala Project Director: Kevin Earland Strategy Director: Richard Story Strategist: Hannah Thomson Account Director: Katie Mandel Senior Account Manager: Emma Lowrey Production Company: Mad Cow Films Director: Barney Cokeliss Producer: Nicholas Unsworth Executive Producer: Peter Chambers DOP: Daniel Landin Art Director: Samuel Waters Editor: Bill Smedley @ Work Editorial Post: Glassworks Colourist: Jonny Thorpe Music: Mark Sayfritz Sound Design and Mix: Ben Leeves @ Jungle Upscaled into 4K using AI software. Original: