Park Pictures Produces Scenic Spot for KIND Snacks That Urges Us to Be 'More Than Nice'

14/12/2017

Park Pictures UK

Production Company

London, UK

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14/12/2017

Park Pictures' Emmanuel Lubezki and Chris Wilcha capture charity volunteers helping to protect migrants crossing the US-Mexico Border

In healthy snack company KIND’s latest film “More Than Nice,” produced by Park Pictures, three-time Academy Award-winning cinematographer Emmanuel “Chivo” Lubezki and Emmy-winning director Chris Wilcha question the courageous acts of being “kind” over “nice,” and if the distinction could repair the wide cultural rifts Americans experience today.

The piece incorporates Lubezki’s interpretation of “kind,” rather than just “nice.”

As an example, the co-director showcases volunteers of NO MORE DEATHS, an advocacy group that seeks to end the deaths of migrants, who leave jugs of water across the US-Mexico border and discuss their heartfelt motivations.

This humanitarian group’s intention is to prevent the suffering and death of migrants who choose to cross the treacherous desert border.

Notes Emmanuel Lubezki, “I was struck not just by the incredible courage but also by the tremendous empathy that these volunteers had. There is no sacrifice in nice, but being kind requires it. In the video, we attempt to portray the human element of such a polarizing issue in a way that transcends politics and reminds us all of the frailty of the human body and the invincibility of the human spirit.”

To learn more about the full initiative, visit www.kindsnacks.com/morekind.

Kind Snacks:

Founder & CEO Daniel Lubetzky

Chief of Staff: Elle Lanning

EVP Marketing Miguel Leaf

Marketing Consultant Brad Charron

Marketing Director Rachel Perkins

Brand Manager Papa Samarasinghe

Ad Agency: Y&R, NY

Creative Director Kate Lummus

Art Director Hans Schenck

Copywirter Anthony DiMichele