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    And Company, Director Matt Hoffman, Electric Theatre Collective Team On WEBTOON :60

    By SHOOTUpdated:No Comments3111 Views

    Creative agency And Company created a 360 campaign for WEBTOON, a digital comics platform with more than 10 million daily readers. Geared towards expanding the Korean brand’s presence in the U.S. market, the campaign is highlighted by this :60 anthem spot, "Find Yours,"  for theatrical and broadcast, directed by Matt Hoffman via HB Films with visual effects provided by Electric Theatre Collective. 

    WEBTOON gives comic book fans and artists an intuitive platform to create, publish, and share original comics. Tasked with generating buzz around the service for new and existing users alike, And Company focused the “Find Yours” campaign on WEBTOON’s powerful storytelling tools for creators, while celebrating the diverse, large-scale community it fosters: users can access thousands of stories in any genre from a range of artists–anytime, anywhere, and for free on iOS and Android.

    This :60 centerpiece of the campaign captures the premium quality of WEBTOON and the transportive experience it offers. The cinematic piece kicks off with a young woman’s idea on a sketchpad before morphing into a surreal comic book world, as a web of viewers is drawn into her story via the WEBTOON mobile app. 

    “We wanted to make the anthem spot as aspirational and cinematic as possible in order to express the endless possibilities that the WEBTOON platform offers – whether you’re a creator or comic book fan looking to discover something new,” said And Company creative director Joshua Smith. “We found that what ultimately bonds the WEBTOON community is a shared passion for great stories, so we focused the campaign on that familiar feeling of being immersed in a captivating story–when the world falls away and you’re in this stolen moment, or you’re picking it back up any chance you get.”

    And Company cast dancers as the WEBTOON users floating into the comics world, achieved through a combination of in-camera effects and VFX. Hoffman and DP David G. Wilson shot the performers on a green screen with the Bolt camera, which is designed to move at ultra-high speeds. Electric Theatre Collective was brought on to help create the dreamy mind-bending worlds, with road trip-inspired music composed by Beacon Street to underscore the psychedelic journey. 

    Credits

    Client WEBTOON

    Agency And Company Joshua Smith, creative director; Richelle Rothermich, producer; Ann Moon, Phillip Schorr, art directors.

    Production HB Films Matt Hoffman, director; David G. Wilson, DP; John Beveridge, exec producer; Brad English, producer; Jordan Ferrer, production designer.

    VFX/Postproduction Electric Theatre Collective Joshua Guillaume, VFX supervisor; Sabrina Harrison, producer; Andrew Siner, Ujala Saini, 2D assists; Corinne DeOrsay, Greg Gutkin, Josh Matthews, CG artists; Brian Raess, editor; Nick Sanders, colorist; Ale Amato, color assist.

    Music/Sound Beacon Street Studios Andrew Feltenstein, John Nau, composers; Leslie DiLullo, exec producer; Rommel Molina, sound designer/mixer; Mike Leone, mix assistant; Kate Vadnais, sr. sound design/mix producer.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:And CompanyElectric Theatre CollectiveMatt Hoffman



    ServiceNow, BBDO NY, Director Matt Aselton Connect Corners and Workers Via AI

    Monday, January 13, 2025

    Idris Elba returns as ServiceNow’s brand ambassador and evangelist CEO in this campaign from BBDO New York positioning the platform as providing a single solution that delivers AI to people across every corner of a company.

    Directed by Matt Aselton of Arts & Sciences, the campaign includes this spot titled “Connecting Corners” in which Elba--accompanied by a skeptical sidekick--walks through a company, pointing out how AI is helping everyone work better, together.

    Elba continues to prove he’s not just a spokesperson, but a true partner, with plans to integrate ServiceNow products across his own companies and partnering with ServiceNow to take on a project that’s near and dear to his heart — bringing Sherbro Island off the coast of Sierra Leone into the 21st Century by creating sustainable energy and clean water resources.

    Jim Lesser, chief brand officer of ServiceNow, said, “In this campaign, Idris Elba knows that ServiceNow is the secret sauce to transforming business. We wanted to show how our platform makes AI agents work across every corner of business, solving problems, boosting productivity, and bringing everything together.”

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