Jack in the Box is cooking up a seriously spooky Halloween campaign featuring the brand’s first-ever horror short which rolls out today (10/13).
The campaign marks the return of Jack’s infamous Monster Tacos and the launch of their all-new product: Angry Monster Tacos.
Titled Feeding Time, this horror short was written by Hollywood-pedigreed horror writers Marcus Dunstan, Asha Michelle Wilson, Patrick Melton and Kara Lee Corthron, respectively known for their work on projects like American Horror Story: 1984, Servant and the Saw film franchise. Dunstan also directed the short in which a couple of kids are bullied and have their trick-or-treat candy taken from them by some older kids/young adults. But in Feeding Time, the victimized kids get their candy back while the perpetrators get quite the comeuppance.
Directly impacted by the WGA strike, the Hollywood writers were a part of the creative/script development, giving them an outlet to continue their creative output. Additionally, agency TBWAChiatDay LA identified opportunities to take a line-producing approach instead of a traditional production house approach for the campaign, allowing them to collaborate with film crew who had also been indirectly impacted by the strike.
Credits
Client Jack in the Box Agency TBWAChiatDay Renato Fernandez, chief creative officer; Bruno Regalo, chief design officer; Jason Karley, executive creative director; Bert Marissen, Jeff O’Keefe, creative directors; Stephanie Sczublewski, sr. art director; Jamie Wynn, Heather English, sr. copywriters; Scott Behrens, copywriter; Cameron Cartwright, art director; Kim-Lara King, executive producer; Amand Azoroh, sr. producer; Aliza Grover, Sergio Muniz, Chris Wood, producers; Daysi Centeno, production coordinator; Corey Kindberg, strategy director; Aaron Rivera, sr. strategist; Stephanie Ehui, head of connections strategy; Josh Brinkman, data strategist. Creative/Hollywood Screenwriter Partners Asha Michelle Wilson, Kara Lee Corthron, Patrick Melton, Marcus Dunstan. Production Company Green Arm Man Productions Marcus Dunstan, director; Eric Leach, DP; Sean Gowrie, line producer/unit production manager; Christopher T. Sadler, 1st AD; Michael Barton, production designer; Lauren Kendall Veronick, costume designer; Onyx Studios, creature effects designer. Editorial Andre Coutts, editor; James Rota, producer. VFX Set In Stone Brook Stone, Jackie Stone, producers. Monster Truck Model & Animation Soapbox Films Tentacle Model & Animation Ty Thomson Monster Effects Dastoli Digital. Color Therapy Studios Omar Inguanzo, sr. colorist. Sound Design & Mix Therapy Studios Dillon Cahill, mix engineer; Dori Holly, assistant mix engineer; John Ramsay, exec producer. Music Charles Clouser, artist/composer. Production Company (Food) Camp Lucky Tom Ryan, director/DP; Tammie Kleinmann, CEO/partner; Brandon Tapp, exec producer; Chelsea Sevadjian, Evan Murphy, producers. Editorial Be Grizzlee Mick Hackett, Cudjo Collins, Paul Plew, editors; Mystikal Scalzi, assistant editor; Ian Dawson, exec producer; Jesse Looney, sr. producer. VFX Christopher Moore, sr. Flame (cleanup/comp); Jimmy Cassale, Flame (cleanup/comp); Laura Panella, effects/graphics; Jesse Looney, sr. producer. Color Luis Silva, sr. colorist. Sound Design & Mix (Food only) Lime Studios Adam Primack, mix engineer; Ally Hustings, Collin Thomas, Ian Connie, assistant mix engineers; Cassie Underwood, associate producer; Susie Boyajan, exec producer.
Apple’s holiday ad--“Heartstrings,” launched ahead of International Day of Persons with Disabilities--introduces us to a father with mild-moderate hearing loss. But thanks to the clinical grade Hearing Aid feature on AirPods Pro 2, he can now hear his daughter playing the Crosby, Stills, Nash & Young classic “Our House” on her new guitar, just unwrapped on Christmas morning.
The breakthrough ability to hear clearly is all the more impactful in that it comes after we journey with the dad down memory lane as he recalls his daughter’s first guitar, her birthday, her first day of school--though the sound of his flashbacks is muffled. But once he activates the Hearing Aid feature, dad can properly hear his daughter in the present--and with that even the memories can be heard clearly.
“Heartstrings” was directed by Henry-Alex Rubin of production house SMUGGLER for TBWAMedia Arts Lab Los Angeles, with sound design by three-time Oscar winner Paul N.J. Ottoson who helps us experience the father’s hearing loss and then its restoration. (Ottoson won two Oscars for The Hurt Locker--for best sound mixing and best sound mixing--and another for best sound editing for Zero Dark Thirty.) Read More
