Mischa Rozema crafts latest campaign for British Heart Foundation

Nexus Studios Director Mischa Rozema applies his visionary ambition to deliver an important message to a noisy generation.

Nexus Studios and Mischa Rozema teamed up with Saatchi and Saatchi London to create The Noisy Generation, the latest call to action campaign for the cardiovascular research charity, British Heart Foundation in a 60” commercial.

The spot transports viewers on an archival journey through some of the transformative events of the 60s and 70s. Key cultural moments are represented such as the anti-war movement, the emergence of the contraceptive pill and the first heart transplant, all to the sounds of a quintessentially British rock anthem, Slade’s Cum on Feel the Noize.

British Heart Foundation – The Noisy Generation

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Agency Saatchi & Saatchi/London
Production Company Nexus Studios/UK
Director Mischa Rozema

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Credits

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Agency Saatchi & Saatchi/London
Production Company Nexus Studios/UK
Director Mischa Rozema
Online & CG The Mill/London
Editor Trim
Sound Factory Studios/London
Music Wake The Town
Chief Creative Officer Franki Goodwin

Copywriter Alex Lucas
Art Director Jon Farley
Producer Josephine Roloff
DP Ben Magahy
Producer Isobel Conroy
Producer Julia Fetterman
Production Service Producer Michal Skop
Producer Elle Lockhart

3D Lead Artist Laurent Giaume
Audio Producer Beth Massey
Music Supervisor Stephen Ettery

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In a move to inspire donations from the boomer generation, Rozema mixed archival footage with nostalgic images of the heady rock days. Shot in a single day, the recreated concert experience included a fully rigged Glastonbury-size stage, a packed crowd of revellers, smoke bombs, an original 1950s bus, and real musicians performing the role of glam rock band, Slade.

“Shooting The Noisy Generation was a wild experience. We built a full size festival main stage, had kickass musicians perform in platform shoes and full glam, and even a hugely enthusiastic crowd of revellers. I’d say we came pretty close to a real 1970s Slade live show. Thanks Saatchi and the British Heart Foundation for trusting us.” said Mischa Rozema, Director, Nexus Studios.

The Noisy Generation launches in support of the British Heart Foundation’s push to encourage donations in Wills. Funds will go towards life saving research and medical developments including the Heart Healing Patch, artificial intelligence (AI) technology research, RevivR and interactive CPR training.