First Awareness Video Featuring the Stock Family

We are very proud to present our very first awareness Public Service Annoucement (PSA). Featuring the Stock family, the video aims to show the disease behind the ice cubes.

Like so many others, Dean and Paula Stock and their three young children did the Ice Bucket Challenge in August 2014 to help create awareness for ALS. “It was such a social media craze last summer,” says Paula, “and before we did it, we actually had to read up on ALS to learn more about the disease.” The shock of having an ice bucket dumped on your head lasts mere moments but for Dean and Paula, the real shock was yet to come. In December, Dean was diagnosed with ALS.

The news came as a huge blow to the Stock family but they soon decided they would do everything in their power to create something positive from it. “We felt we had to do our part to continue raising awareness,” says Paula, “and also raise funds to support families living with ALS and the Canadian researchers who are hoping to find new treatments.” The Stocks did not hesitate when we contacted them for the PSA. “It’s a powerful, heartfelt message that captures why we have to keep the challenge going in order to find treatments and support families,” says Paula.

We are extremely grateful towards all the professional team who volunteered their time, energy and expertise to make this project possible. We would also like to thank Cinepool Studio for lending us the studio and the equipment.

Director: Jean-Sébastien Francoeur (
Producer: Evren Boisjoli & Fabrice La Roche (
1st assistant director: Fabrice La Roche
Director of Photography: Simran Dewan
Sound Recordist: Maxime Séguéla
Art Director: Jeremy Sandor
Key Grip: René Arseneau
Grip: Daniel Ho-Tieng
Gaffer: Roland Cody Larocque
Make-up/hair: Lisa-Marie Charron
Data wrangler: Rafael Willitts
Colorist: Simon Allard (
Sound design: Karl de Serres
Sound Mix: Karl de Serres
Post-Production: Cineground (
Equipment: Cinepool (
Voice: Paula Stock (English), Eve Duranceau (French)