Luggage lost, paradise found. That’s the quirky combination–with apologies to noted 17th Century English poet John Milton (“Paradise Lost”)–that comes together in this :30 for Prince Edward Island Tourism, directed by John Mastromonaco of Untitled, Toronto, for Grey Worldwide, Toronto.
We open on a man standing alongside an airport luggage carousel. A single suitcase rotates on the carousel. The bag is then picked up by another guy, leaving the first man still in search of his missing suitcase.
Whatever hope he has of recovering his luggage is also seemingly lost when the carousel comes to a complete stop. He looks up the empty carousel ramp.
But help is on the way–from unexpected sources. A man pulls a dress shirt out of his suitcase and hands it to the luggage-less guy. Next a woman hands him a pair of socks. Other passengers follow with other articles of clothing, including underwear.
A voiceover explains the charity of these caring strangers, asking the rhetorical question, “What if the world had been to Prince Edwards Island?”
The spot ends with an aerial shot of an idyllic coastline, providing a glimpse of Prince Edward Island’s natural beauty and serenity. An accompanying super reads, “Prince Edward Island. The Gentle Island.”
Director Mastromonaco’s support team at Untitled included executive producer Peter Davis and producer Tuula Hopp. The DP was Barry Parrell.
The Grey creative team consisted of creative director Rick Kemp, group art director Gerald Schoenhoff, group copywriter Jason Buback, and producer Camielle Clark.
Editor was Richard Unruh of Third Floor Editing, Toronto. Colorist was Kent McCormick of Notch, Toronto. Sound house on the job was Grayson Matthews Audio Design, Toronto.
The principal actor was Mike McPhaden.
SUPERLATIVE Signs Director Claudia Abend For Spots and Branded Content
Latin American director/editor and documentary filmmaker Claudia Abend has joined SUPERLATIVE for her first U.S. representation spanning commercials and branded content.
Abend's empathetic docu-style POV has garnered several international awards for the documentary films Hit (2008) and The Flower of Life (2018). Her spotmaking credits include such brands as Procter & Gamble, Nestle and Blue Cross/Blue Shield. SUPERLATIVE has already worked with Abend, together producing a new ad campaign for digital agency Tinuiti and The Honest Company, a consumer goods corporation featuring eco-minded products.
“We found Claudia through her poignant documentaries on the festival circuit,” said SUPERLATIVE creative manager Stefan Dezil. “We are excited about her textured narratives, emotional storytelling, and her powerhouse long-form storytelling abilities, currently on her third feature film. As SUPERLATIVE continues to build our brand after premiering our latest films at Sundance and SXSW, Claudia is the kind of multidimensional artist we are excited to partner with on branded content and beyond. Fluent in English and Spanish, her reel shows real prowess with infants, food and skin products, families both young and old. Great visual storytelling and inspirational doc work.”
Abend began her career in her native Uruguay, studying film and editing in college. “My dad would show me films like Citizen Kane,” she said. “I love cinema and became an editor. It was here that I learned all about communicating human emotion.”
From the get-go, Abend hit it big as a documentary director, teaming with Adrianna Loeff on Hit, a movie chronicling pop artists of Uruguayan music. Abend took home a Best Editing... Read More