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.
Director Lucrecia Signs With PRETTYBIRD For Her 1st U.S. Representation
PRETTYBIRD, the production company helmed by Paul Hunter, Kerstin Emhoff, and Ali Brown, has added award-winning filmmaker Lucrecia to its roster for U.S. commercial and music video representation. This marks the director’s first representation in the U.S. market.
Lucrecia has been signed to PRETTYBIRD UK since 2021, soon after winning UKMVA’s Best Pop Newcomer award for her Tarantino-esque music video for rapper/singer-songwriter Ashnikko--which the director pitched, prepped, and shot in only four days. Since joining PRETTYBIRD UK, Lucrecia has quickly made a name for herself. Her striking narratives, combined with a hyper-real aesthetic and iconic world creation, have been the centerpieces of her filmmaking and photography.
Her work has gone viral on more than one occasion. Her commercial for bibigo, “Live Delicious,” was widely admired and even recreated on an episode of Jimmy Kimmel. She has won awards from Kinsale Shark, Creative Circle, and UKMVA, as well as recognition at the Cannes Lions Young Directors Awards and Ciclope Awards.
Candice Dragonas, VP, talent strategy/executive producer PRETTYBIRD US, said of Lucrecia, “She brings a uniquely stylish approach to storytelling with the perfect splash of humor and playfulness. I admire her extreme passion for her craft and the drive to create at the top of her game.”
In addition to Lucrecia’s cinematic visual aesthetic, she routinely engages in another unique form of self-expression: nail art. She has had everything from whipped cream and cherries to chrome flames adorning her nails.
At PRETTYBIRD, Lucrecia joins a roster of filmmakers including Academy Award-winning duo Daniels (Everything Everywhere All At Once), A.V. Rockwell (A Thousand... Read More