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The coolest movie you’ll never see

The coolest movie you’ll never see

Cinema-goers in Toronto are currently being treated to sneak peaks of new action-spy-thriller “The Downfall”.

I’m not really sure what it’s about, but this screengrab from the film site looks pretty cool…

TheDownfall_screengrab

And the action hero kind of reminds me of John Rambo meets The Road Warrior.

Calum_deHartog

And then there’s the trailer, with its surprise ending:

Yeah, it’s a PSA — for The City Life Film Project. It’s a partnership with Toronto-based Temple Street Productions and The Remix Project, a Toronto charity employing arts and culture to engage youth from inner-city neighbourhoods. and hook them up with film industry professionals to bring their stories to life.

It’s the brainchild of Toronto cop Calum deHartog. Not only is he member of Special Weapons Team 7 of the Toronto Police Service’s Emergency Task Force — he’s also a film director himself.

The goal of this project, says Officer deHartog, is “to inspire future filmmakers by providing real hands-on experience in bringing their stories to life.”

And he knows those stories well, since he deals with rescuing hostages and drug and gang busts in Toronto’s inner city neighbourhoods. “[The City Life Film Project] also reinforces my view that arts and culture are an important component of society in creating dialogue and understanding the world — or city — we live in,” he adds. “One of the finalists shook my hand and said ‘I would have never shaken the hand of a cop, until now. Thank you.’ That pretty much sums it up.”

The project, which will continue to run annually, is being promoted through a pro bono campaign developed by Leo Burnett in Toronto. The campaign consists of wildposting of fake movie posters and a fake movie trailer for a fictional film called “The Downfall”, a film that was never made because the young person who would have made it was killed thanks to stray gunfire.

The three (real) films released by the project were created by Toronto youth Ana Astaiza, Rich Acheampong and Ayanie Naseem. They had an invitation-only premiere in November at Toronto’s Bell Lightbox, the headquarters for the Toronto International Film Festival. The films are also being submitted to film festivals worldwide and are being screened at high schools and community centres throughout the greater Toronto area featuring question and answer periods with the filmmakers

Credits:

The City Life Film Project
The City Life Film Project Founder: Calum deHartog
Clients: The City Life Film Project, Team Seven, The Remix Project, Temple Street Productions

Agency: Leo Burnett/Arc, Toronto
Chief Creative Officer: Judy John
Creative Director: Lisa Greenberg
Art Director: Mike Cook
Copywriter: Stephen Stahl
Producer: Jacqueline Bellmore
Art Buyer/Producer: Leila Courey
Associate Creative Director ARC: Ian Kay
Photographer: Adam Rankin

Trailer:
Production Company: Crush, Toronto
Executive Producer: Patty Bradley
Creative Director/Motion Graphics: Stefan Woronko
Producer: Kristen Van Fleet
Online Compositor: Greg Dunlop

Music: Eggplant, Toronto
Producer: Rocco Gagliese

Advertiser:
The City Life Project
Agency:
Leo Burnett Toronto
Source:
Submitted Press Release

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more