Madheart director Jan Gleie portrays the lives and fashion sense of two young women in a pair of new ads for T.J. Maxx and Grey, New York. The spots are part of the retailer’s on-going Maxxinista campaign and sequels to a group of spots directed by Gleie last year. Each takes the form of a loose documentary of a free-spirited young woman who is both a fashion trendsetter and someone who appreciates a bargain.nnOne of the new spots features stylist Cate Sheehy from the TLC series “What to Wear.” She first appears in her studio and confesses that what she enjoys most is styling her friends. “They,” she notes, “all love the latest trends, but none of them wants to pay full price.” She takes them on a shopping trip to T.J. Maxx where they load up on designer fashions at discount prices.nn
nnThe second spot takes a similar course through the story of young stylist assistant Jenny Salinas. Jenny, who recently arrived in New York City “with just a suitcase,” styled herself and her apartment at T.J. Maxx.nnGleie, who shot both spots in New York City, renders the stories in a way that feels genuine, lighthearted and affecting. Shots of Cate and her friends posing on a city street, with camera flairs and natural lighting, have the feel of a Facebook video. The women give warm, natural performances and when they pause to address the camera, it’s as if they are sharing a secret with a friend, which, of course, is the whole point.nnCreditsnTitles: Cate: Scoring for Friends, Jenny: The Big MovenClient: T.J. MaxxnnAgency: Grey Worldwide, New York.nMark Fina, executive creative director; Cynthia Wills, copywriter/creative director; Gino Gianneshci, art director /creative director; Kelly Fagan, agency producer. nnProduction: Madheart, Los Angeles.nJan Gleie, director; Lisa Phillips, executive producer.nnMadheart is based in Los Angeles. For further information, call 213.995.4555 or visit www.madheart.com. The company is represented on the West Coast by Lisa Gimenez Toliver (lisa@lisareps.com), Hot Betty in the Midwest (cat@hot-betty.com), and, on the East Coast, by Dana Dubay (dana@dubay.tv) and Kelly Flint (kelly@strikemedia.tv)Lisa Phillips Executive Producer Madheart Contact Lisa via email 213 995 4555
Contact:Linda Rosner ArtisansPR 310.837.6008 Contact Linda via email
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More