WNBA star and Olympic gold medalist Sue Bird delves into life after retirement from professional basketball in this campaign for Symetra out of agency Copacino Fujikado. We join Bird, a real modern retiree, on her journey to find life’s next adventure in a new series, “Plan Well, Play Well.”
The brand’s first-ever content series and social-first campaign highlights the benefits of planning well for retirement in a fun and fresh way. Campaign films show Bird in a cake decorating contest with baking show judge Robert Lucas, taking a turn at beekeeping with Mr. & Mrs. Bee Rescue (Jeff and Julie Russell), and learning to perform a hip hop tap dance routine with social media sensation and instructor to the stars, Chloe Arnold.
This film shows Bird and Arnold putting tap dancing through its paces.
Symetra, best known for offering retirement plans, employee benefits and life insurance products, tapped its long-time creative partner Copacino Fujikado to bring the series of films to life with the help of Michael Call, a well-known reality TV producer and director, via production company ScrappyPants.
Mike Hayward, chief creative officer at Copacino Fujikado: “Retirement used to mean rocking chairs on the porch. Symetra wanted to show what retirement is really about: discovering your next chapter. Sue Bird, while young for a retiree, represents what modern retirement looks like–seeking out your new passion. And as we look for new ways to engage with audiences, we’re excited to experiment with this new social-first approach – helping Symetra show up in a more casual environment and show a different side of both the brand and Sue.”
CreditsClient Symetra Agency Copacino Fujikado Mike Hayward, chief creative officer; Vince Soliven, executive creative director; Lianne Onart, group creative director; Evan Tear Haynes, art director; Karina Carlson, sr. copywriter; Kris Dangla, Jen Allen, Hannah Lofgren, producers; Katie O’Mara, sr. strategist. Production Company ScrappyPants Michael Call, director; Mario Panagiotopoulos, DP; Leslie Brockett, line producer. Editorial Fresh Coat Studios Brian Alter, editor; Joshua Lieske, animator. Dubs Inc. Troy Murison, editor. Audio/Sound Design Hearby John Buroker, engineer; Nannette Buroker, exec producer. Music Associated Production Music
Filmmaker Natalie Johns Creates Spec Gun Violence Prevention PSA
Her social media feed is filled with frustration and “prayers” for families torn apart by yet another mass shooting as filmmaker Natalie Johns is engaged in the morning ritual of negotiating school attendance with her 4½-year-old. Between laughing and arguing with their daughter, the Johns think deeply about the prospect of waking up without her--deeply enough to feel an inch of what it might be like to lose her--a feeling profound enough inspire her most personal commitment to date as a filmmaker.
“Gun violence should not be a normalized part of life in America,” she noted. “I felt it was worth putting my whole heart on the line to deliver this message.”
The director invited her long-time collaborator and cinematographer, Bill Kirstein (Mean Girls, Happyend), to capture their family’s experience over several mornings in a spec PSA. She wanted to capture her own joy and truth as a parent with a view to inspiring action from the deepest love she has known.
On the third day of filming, Johns received an email from their daughter’s preschool notifying parents of a lockdown that had occurred due to a gunman outside the school. The children, aged 2-5, were gathered in a small bathroom for an hour, singing songs with their teachers while the man was apprehended by law enforcement. This was the family’s first narrow escape from tragedy.
“The coincidence of filming this PSA and experiencing my family’s first lockdown was both shocking and surreal. I simply could not wrap my head around it,” said director Johns.
Even more terrifying for Johns was discussing the incident with other parents who had already experienced several lockdowns with their older children. This reality is all too common and far too... Read More