A career of care for Macmillan

Films about cancer are always going to hit hard, but films with this degree of raw emotion, deep-felt sentiment, and pure grief feel more immediate, more horrific, and more vibrant. 

AMV BBDO has created, through vignettes of survivors at home and in hospitals, a portrait of the caretakers that embodies humour, strength, and kindness. In a series of narratives that are heartbreaking and heartwarming, Tender Yet Tough shows the highs and lows of working with cancer patients, survivors, and their families. The moment where a nurse watches as a woman begins to slowly break down while standing next to a relative on a hospital bed is where I had to reach for the tissues. 

The launch film was directed by Jonathan Alric through Iconoclast, who is best known for his music videos for The Blaze and was produced during the second lockdown. The track is Spring 1 by acclaimed pianist Max Richter. This is a no-holds-barred film that reminds people that cancer appearances didn’t halt when Covid appeared.