Foundation Content, an Indie Advertising and Production Collective specializing in cross-platform marketing for a diverse array of clients, has produced a 68-second Holiday spot for Walmart, through advertising agency Omelet. The spot, which appears on Facebook, is a component of WalMart’s “Live Better” promotional campaign, designed to help combat hunger in America. nnIn the spot, set against a Christmas-themed montage outside a shopping mall, we learn that 1 in 6 Americans struggle with hunger every day. Walmart is committed to giving back, and last year gave more than 250 million meals to communities across the country. Walmart has also committed $2 billion through 2015 to continue these efforts. In the spot, we see a diverse group of Christmas shoppers approach a large, gift-wrapped box covered in plates, which symbolize the millions of meals that Walmart has provided to hungry Americans. These shoppers discuss Walmart’s heroic efforts in this regard.nn
nTo view this work online, please visit here.nnWalmart asks that viewers of this video join the company in its fight against hunger by sharing this video with friends and family. By helping one another, we can all live better. Visit www.walmart.com/livebetter to learn more.nnStacy Paris, Foundation Content’s Producer of this spot, said, “After working with Omelet this past year on 25 Walmart ‘Live Better‘ episodes, it was exciting to bring one of these initiatives to life, and to watch the reactions real people had during our shoot. It’s great to see a huge corporation such as Walmart working hard to give back to the community. We at Foundation Content feel good about being a part of this effort, if only in a small way.”nnCreditsnAccount/Title: WalMart’s “Live Better“nnAgency: OmeletnCreative Director: Mike WallennCopywriter: Adam SzajginnArt Director: Raul MontesnAccount Executive: Jessica LandernnProduction Company: Foundation ContentnDirector: Ben Chappell nProducer: Stacy ParisnCamera Ops: Ryan Carmody, Frank MobilionSound: Durand TrenchnEditor: James LipetzkynColor: Ryan StemplennAbout Foundation ContentnWith offices in Culver City (CA) and Chicago, Foundation Content was founded by Samantha Hart and James Levon Lipetzky in Chicago in 2004 as an “Indie Advertising Collective” that specializes in the conception, production and delivery of compelling advertising and marketing campaigns for a diverse group of clients. In conjunction with its creative partners, the Foundation Content team focuses on collaboration and efficient execution, helping brands find new and innovative ways by which to get their message across to their target audiences. The company is a Certified WBENC Minority/Womens’ Business Enterprise.nnFoundation Content houses producers, directors, writers, editors, 2D/3D motion graphics artists, sound designers, along with smoke and color rooms, and shooting stages on the premises of each location. The company specializes in handling projects from inception to exhibition—and any stage in between. As an “Indie Advertising Collective,” Foundation Content exudes the energy of an indie film company, the experience of an established production & post production house, and the vision of a design boutique.nnFoundation Content’s clients include Walmart, Sony Electronics, Nissan, Whole Foods, vitaminwater, United Way, Radical Skincare, and many others. For more info, please see: foundationcontent.com and also visit on Facebook.Media Contact for Foundation Content: Dan Harary Asbury PR Agency Beverly Hills, Ca 310/859-1831 Contact Dan 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