Hands and feet are the industrious and artful starring characters in the new campaign for Gold Bond edited by Lucky Post’s Sai Selvarajan for agency 31,000 FT. Shot with loving attention to detail by Theresa Wingert, the spots feature interwoven vignettes that present the impassioned intensity to which we subject our bodies, and what we can do to help them in return. Each spot presents a compelling narrative about emotional and physical nature of touch and movement.
"There was wealth of stunningly beautiful footage from which I looked to make connections though similarities in shape and energy, so that the story would build and flow into a larger story about the brand,” comments Sai Selvarajan. “It was my first time working with the agency team and I really appreciated their trust with this project.”
"The Gold Bond work was a terrific opportunity to bring what we call our ’31,000 FT. higher level benefit’ to life,” explains Kristina Blake, Creative Director, 31,000 FT. “These spots were crafted to tell the story of the brand in a very compelling and resonant way. We had an amazing collaboration with Sai, whose talents were perfectly suited to this project. Sai’s interpretation of the content struck the emotional chord we seek for this brand. His discerning eye found the most artful way through the immense and gorgeous footage – shot by Theresa Wingert – to truly make the most of our vision. It was an absolute pleasure to work with him. These spots are gems and true showcase pieces for Gold Bond.
Video Credits
Agency: 31,000 FT
CEO: Carter Keith
Creative Director/Copywriter: Kristina Blake
Creative Director/Art Director: Dean Hlavinka
Producer: Jeanne Dooley
Production Company: FIONA
Director: Theresa WIngert
EP: Alex Carone
Editorial Company: Lucky Post
Editor: Sai Selvarajan
For Immediate Release
Contact: Jessie Nagel
@ Hype 310.839.9834
Contact Jessie via email
AICP’s Demographic Reporting Initiative Expands Categories To Reflect Client and Agency Requests
AICP has announced that an updated template for its Demographic Reporting Initiative is now available. Originally launched in October of 2021, the Demographic Reporting Initiative allows production companies to provide their advertiser and agency clients with insight into the demographic makeup of the people on the crews of their commercials and brand content. As with version 1.0, the 2.0 iteration was prepared in cooperation with a consortium of industry payroll companies. This updated version of the Demographic Reporting initiative has greatly expanded the listing of gender identity categories, and added the ability for production staff to include their veteran status in the U.S. Armed Forces. These reports will provide AICP member production companies with anonymous and voluntarily provided breakdowns on these demographic categories, which can in turn be shared with agencies and advertisers upon request. More information on the Demographic Reporting Initiative can be found on the AICP website here. The updated Demographic Reporting Initiative framework was revised as a result of a continued push from marketers for this information, noted Sheila R. Brown, AICP’s Vice President, Equity & Inclusion. “The demand for demographic information from marketers directly and their advertising agencies continues to grow,” Brown notes. “As our communities become more diverse, the yearning to know the make-up of the production crews increases. And in our continuing goal to be more inclusive, we also wanted to offer our production crews more options to self-identify. The addition of more gender identity options, and the option to indicate whether an individual is a veteran or... Read More