Agency David&Goliath has launched the “CA Believes” initiative for the California Lottery which recognizes and celebrates individuals who aspire to “Believe in Something Bigger.” The campaign consists of a series of six inspirational short films, each featuring the real life story of different individuals in California who are defying the odds, changing lives and chasing their dreams on a daily basis.
“’Believe in Something Bigger’ started as a tagline for Powerball. But soon we realized it could mean something bigger,” said David Angelo, founder and chairman of David&Goliath. “It became the start of a movement. And it inspired us to find six different people in different places doing some pretty special things.”
One of the films focuses on Bruno Serato, a restaurant owner in Anaheim, California, who pays it forward by preparing 1,000 plates of pasta each day to children in need. Todd Krolczyk of Arts & Sciences directed the shorts, including the one simply titled “Bruno,” introducing us to the pasta man.
The films are housed at http://cabelieves.com/. , a website that also includes a call-to-action that asks users to tweet or upload their own stories–using the hashtag #CADream–about what inspires them to “Believe in Something Bigger.”
Credits
Client California Lottery Agency David&Goliath, Los Angeles David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Greg Buri, Basil Cowieson, creative directors; Todd Rone Parker, Scott Pargett, sr. art directors; Daniel Kelly, sr. copywriter; Mike Wilson, Mike Wilson; Courtney Pulver, copywriter; Kristen Knape, director, strategic planning; Paul Albanese, Carol Lombard, managing directors of broadcast production; Katie Johnson, Mia Lischer, broadcast producers; Jennifer Giannettoni, sr. broadcast producer; Josh Crick, director of digital; Robert Boucher, director of digital delivery and technology; Michael Karney, digital production and technology manager. Production (digital) Deploy Inc. Production Arts & Sciences Todd Krolczyk, director; Michael Lockridge, JP Perry, DPs; Nancy Novokmet, co-founder; Mal Ward, managing director/partner; Marc Marrie, exec producer/partner; Christopher Broyles, line producer. Editorial/Post Spinach Productions Art Castle, editor, colorist/VFX; Jonathan Carpio, producer. Music Yessian Marmoset, Terrorbird Sound Design/Mix Margarita Mix Nathan Dubin, Jimmy Hite, sound engineers.
Iconic Agency was tasked with creating a global statement highlighting Oracle Red Bull Racing’s support of bringing a Formula 1 event back to Africa. The story follows F1 legend David Coulthard as he breaks into Johannesburg’s hallowed Kyalami racetrack to see if Red Bull’s RB7 car has what it takes. This four-minute heist story is part action-epic, part comedy and all thrills as Coulthard gets more than he bargained for when he finally gets the car on the track.
RSA Films’ Sam Coleman directed the film which was produced by Iconic Agency in collaboration with Patriot Films.
“South Africa is such a melting pot of diversity, we also wanted to celebrate our local culture and humor,” said Andrew Kirkby, executive creative director, Iconic Agency. “We turned to master storyteller Sam Coleman, whose narrative style really captures the nuances and heart of Johannesburg to create a proudly South African short film that appeals to a mainstream audience beyond motorsport. We have living legend race driver David Coulthard and also beloved South African comedian Jam Jam and national Gusheshe drifting champ Sam Sam.”
Coleman said, “The script read like an action movie. Helicopters, Formula 1 cars, a legendary F1 champion driver, but then also a healthy dose of unique South African culture and comedy all set in a city I love--Joburg. It was irresistible.”
