NEEDLES IN ARMS

Director Perry Bradley creates an uneasy watch with UNSEEN EMERGENCIES. Powerful storytelling, and a unique TV event.

It's always a great day when you're awarded a project that is exquisitely thought through. And one that provides a thorough production work-out. This was very much the case with YoungShand's UNSEEN EMERGENCIES. Not only did it make Director Perry Bradley and Producer Leah Oram roll their sleeves a little higher. It also allowed us to collaborate on a campaign that could save some lives. And you don't get to do that every day.

Our challenge was to keep things er, unfilmic (whaaat!). "Don't let us feel the filmmaking" was the brief. Based on real-life events, the vignettes walked a fine line between heart wrenching drama and factual storytelling. It was a continual push/pull process to keep this delicately balanced. The viewer is catapulted into an everyday scene that moves into an unexpected moment of trauma.

Brilliantly devised, the films launched with our five lead cast breaking the fourth wall throughout the 6pm news. Each character foretells their fate and then lives their predictions. It makes for gripping television.

Huge thanks to our wonderful crew who poured their talents into this. Special mention to the hand-held brilliance of DP Fergus Cahill. Gaffer Ado Greshoff for making moonlight. Editor Alex O'Shaughnessy for making the films a hard watch. And some appropriately alarming sound effects from Sound Designer David Liversidge.

After all, it's about getting needles in arms. And if you can, roll up your sleeve and offer a vein or two.

UNSEEN EMERGENCIES - NZ BLOOD SERVICE

Agency - YoungShand. ECD - Anne Boothroyd. Art Director - Jack Wadham. Copywriter - Karla Tarr. Group Account Director - Clare McCracken. Account Manager - Jayden Lam. Production Director - Nigel Sutton.

Production Company - Film Construction. Director - Perry Bradley. Producer - Leah Oram. EP/Stills Photographer - Belinda Bradley. Cinematography - Fergus Cahill. Art Director - Dion Boothby. Editor - Alex O'Shaughnessy. Sound Design - David Liversidge. Colourist - Peter Ritchie. Online - James Hutchinson. Casting - Harriett Maire. 1st AD - Ivan Barge. PM - Ferris Bradley. 2nd AD/Cast Co-ord - Harriett Maire. PC - Casey Latch. 1st AC - Tom Markham-Short. 2nd AC - Esther Mitchell. DIT - Halcyon Digital. Sound - Al Seconi. Gaffer/Grip - Ado Greshoff. LX Assist - Ian Philp. LX Assist - Kerry Peck. Grip - Sam Britton. Art Assist - Jake Feast. Wardrobe/MUP - Camille Masterantonio. WD Assist - Tom Woodney. Unit Manager - Rich Grey. Unit Assist - Marchant Oliver. Safety Officer - Louise Spraggon. Stunt Co-ord - Mark Harris. Colour, Sound and Online faciltated by Radiate Studios. Print Stills Photographer - Belinda Bradley. Stills Assist - Tim Carter.

BTS - Unseen Emergencies. Photographer - Belinda Bradley.