U.K. cancer charity Breast Cancer Now is promoting its mission that by 2050, breast cancer sufferers will all live, in a poignant film about an inventive little girl.
The spot, directed by Duncan Christie via Great Guns, opens with the girl busily reading text books, watching science videos about time travel, playing with clocks and getting busy in her bedroom making something. We're not sure what she's planning exactly, but it seems cute, and her father gives an indulgent smile as he passes her bedroom door.
However, it's not till we see her mom, wearing a headscarf, that we really understand the bittersweet reality: she's building a time machine. As mother and daughter sit in the makeshift machine together, the girl turns the dial from 2017 to 2050. The film closes with the message that Breast Cancer Now's is aim that by 2050, everyone who develops breast cancer will live.
Christie says in a statement: "My aim was to build up a sense of intrigue to draw in the audience, making the final reveal all the more impactful. We kept the visual tone hopeful as we wanted to focus on the optimism of our young hero. We also felt the story would benefit from a naturalistic approach. In order to capture off-the-cuff, 'snatched' moments in the life of this family, we chose to improvise at times, leaving room for spontaneity during the shoot."