Nearly one-third of the media mix (29 percent) of the ad campaign for the Dodge Journey, the company’s first crossover vehicle, is interactive, including a long form video that plays at Dodge.com and a series of banner ads that are playing at AOL, Yahoo!, MSN and other sites.
“Journey Overview,” created by Organic and produced by Mindfield Pictures, Detroit, focuses on features of the Journey as two couples drive it, everything from third row seating to a hands free phone, an in-dash beverage cooler and in-floor storage. Shots of the car in motion and close ups of the features are shown.
The film “gives users coming to the site a quick but comprehensive overview of the vehicle,” said Scott Lange, group creative director at Organic. “It provides details on the interior section and the unique storage features that play out in the video.”
The advertising campaign for the Journey, which includes a series of general market, African American and Hispanic TV and print ads, launched April 8, but the video has been running at Dodge.com since February, Lange said.
Jeff Dougherty, the director and dp at Mindfield, said the film was shot in Austin, TX, “a small city with a big city feel that was a great place to shoot.” Most of the film was shot with a Panasonic VariCam with close ups shot with a Panasonic P2. The P2 “matches with the big camera and was used for small tight shots we couldn’t get otherwise,” he said.
Moving shots of the car were done from a camera car with a remote control crane and a Libra head camera mount. Dougherty said there were night shots in the city and shots taken out in the country during the day.
A cast of four actors from Los Angeles appeared in the film.
The Journey campaign also included home page takeovers of AOL, Yahoo! and MSN from April 8 to 12, with banner ads also playing at a variety of travel, finance, sports and entertainment sites, including ABC, NBC, CBS Sportsline, Sports Illustrated and Billboard de la Musica Latina. Lange said the film will play with some of these ads after they are clicked. A shorter animation plays first to illustrate the “If you can dream it, do it” theme. “The whole video plays out after the user expands the banner,” he said.
Director Hans Emanuel Joins Caviar For Commercials and Music Videos
Production company Caviar has signed director Hans Emanuel for U.S. commercial and music video representation. The film and advertising director fuses his keen--and Berlinale Film Festival Award-winning--eye for cinematic storytelling with a commercial background across multiple genres including beauty, automotive, dance, and visual effects-heavy projects, to produce creative for clients like Kia, Nivea, Nissan, L’Oreal, BMW and more.
Caviar executive producer Salim El Arja noted, “Hans has a unique ability to blend stunning visuals with heart and humor, rooted in his confidence as a craftsman. This allows him to focus on drawing exceptional performances from actors--including celebrities--and crafting films that are not only visually striking but also deeply engaging and often hilariously comedic. His sensibilities align perfectly with Caviar’s vision, and we’re excited to collaborate with him on work that pushes creative boundaries.”
Emanuel added, “Caviar is a renowned name, certainly since I began my career. They have a solid reputation for quality work, and I’ve always respected them as a company. Life is about where destiny makes you flow with the people you need; thanks to a series of projects, I was introduced to Florence Jacob with Caviar Paris first, and the rest is history. I feel they can support my career growth with their comedic expertise and filmmaking prowess.”
Prior to joining Caviar, Emanuel had been repped by production house Stadium. He was born and raised in Santa Monica, Calif., to a Mexican-German mother, benefiting from a culturally diversified upbringing that carried through his education interests. Knowing he wanted to be a filmmaker from the start, he began his career in the luxury and beauty field,... Read More