Half-Ass

Editing Video - Single

2025

Courage, Toronto, ON
w: courageinc.com

Founder, Chief Creative Officer: Dhaval Bhatt, Joel Holtby Partner, President: Niki Sahni Partner, Chief Strategy Officer: Tom Kenny Partner, EP: Clair Galea Managing Director: Saloni Wadehra Creative Director: Jesse Wilks, Gerardo Agbuya Associate Creative Director: Zuheir Kotob, Jason Soy Art Director: Zuheir Kotob Writer: Jason Soy Senior Producer: Sarah Moen Strategy Director: Derek Mollenhauer Account Director: Camilo Moreno Director, PR: Natalia Banoub Client: RONA Chief Executive Officer: JP Towner SVP, Marketing and CX: Catherine Laporte Senior Director, Brand Marketing: Jacynthe Prince Manager, Brand Marketing: Myriam Bernier Marketing Specialist: Vanessa Imbeault Production: Smugger x Soft Citizen Director: Guy Shelmerdine Founding Partner: Patrick Milling-Smith, Brian Carmody Chief Operating Officer: Andrew Colón Managing Director: Sue Yeon Ahn Managing Director, EP: Eva Preger EP: Link York Head of Production and EP: Rob Burns Line Producer: Vanessa Lenarduzzi Director of Photography: Chris Soos Production Manager: Annie Marcoux Production Coordinator: Kendall Jade Puppet Designers: Masters FX Production Designer: Gus Ward Editorial: Outsider Editorial Editor, Founding Partner: Chris Murphy Executive Producer: Kayan Choi Producer: Kelsey Dale-McGrath Assistant Editor: Daniel Karan VFX and Online: Parliament VFX Artist: Narbeh Mardirossian VFX Producer: Emma Hertz Colour: Royal Cluster Colourist: Lasse Selvi Colour Assist: Esli Israel, Celene Curlee, Zack Wilpon EP: Thatcher Peterson Head of Production: Diane Valera Audio: Vapor Music Executive Creative Director: Joey Serlin Sound Designer: Kevin Chamberlain EP: Kailee Nowosad Engineer: Julian Rudd Media Partner: Cossette Media

Winning Entry: vimeo.com/1069789917?share=copy

Among home improvement professionals, there's a common saying used to critique work that lacks effort and quality craftsmanship: half-ass. Half-ass framing, half-ass plumbing, a half-ass paint job—all describe projects that no self-respecting builder would aspire to.To dramatize that, we launched a film that made half-ass literal by creating a life-sized half-donkey representing all things half-ass.