This computer animation spot done in the style of a video game offers a tongue-in-cheek twist on the gaming medium, which is often criticized for excessive violence. The commercial centers on Ray, who at first blush appears to be your standard street smart video game tough guy. Following a quick swig of Coca-Cola, Ray hits the ground running. Though his behavior initially appears to be a threatening prelude to a crime, each random act turns out to be one of love and kindness, helping to transform a seedy neighborhood into a Shangri-la.
We open on a speeding car dodging oncoming traffic, swerving around corners and wreaking havoc. The vehicle comes to a screeching halt and its driver, Ray, emerges. He walks into a convenience mart. The guy behind the counter surrenders immediately, assuming that Ray is about to hold up the store. Instead, Ray grabs a bunch of Cokes from the fridge and pays for them, dropping some coins in front of the shopkeeper.
Walking through town, Ray stops a yuppie type who’s driving a fancy automobile. The assumption is that a car jacking is in the offing. Ray pulls the preppie out of the car, seemingly on the verge of doing him bodily harm. But instead, Ray hands the guy a bottle of Coke, they have a drink and toast one another. Ray then continues to strut through the city, spreading good cheer. He throws money into a street musician’s guitar case, trips up a purse snatcher and returns the bag to its elderly woman owner. He grabs a mislaid bag of cash and tosses it to an armored car’s security guard attendant who had unknowingly dropped it.
Suddenly the whole neighborhood is in musical do-gooder step with Ray, enjoying life and exuding positive vibes. Hotdog vendors twirl their umbrellas, police dance in formation, fire hydrants explode, from which spurt cleansing arcs of water that sprinkle city sidewalks and streets. All the citizenry joins in for a choreographed sing and dance along. We end on a nearby billboard atop a building, which carries the Coca-Cola bottle logo along with a slogan, “The Coke side of life.”
The animated spot was directed by Smith & Foulkes of Nexus Productions, London, for Wieden+Kennedy, Portland, Ore. Key to the spot’s storyline was the creation of an urban landscape true to those seen in today’s computer games. But at the same time, the characters in that environment exhibited a greater range of emotion and expression, underscoring a breaking away from standard video game behavior.
The agency team included creative directors Hal Curtis and Mark Fitzloff, copywriter Sheena Brady, art director Shannon McGlothin, and producer Nike Polyocan.
Ben Cowell was head of 3-D/lead lighting/modeling artist for Nexus. His colleagues included animation supervisor Reece Millidge, character supervisor/modeling Darren Price, animators Stuart Doig, Ben Crowe, Antoine Bourruel, Alberto Lara and Andres Puente, and compositors Dean Koonjul and Dany Sayers.
Audio post mixer was Peter Rincon of POP Sound, Santa Monica. H. Scott Salinas and Chris Smith of bicoastal/international Amber Music served as the arranger and sound designer, respectively. The song used in the spot, “You Give A Little Love,” was composed by Paul Williams. Michelle Curran was executive producer for Amber, with Carol Dunn producing.
Breakout Films and Major Takeaways From This Year’s Sundance Fest
Film wasn't the only thing on people's minds at this year's Sundance Film Festival, which comes to a close Sunday in Park City, Utah ( and online ).
The effects of the wildfires in Southern California loomed large, as did the bittersweet knowledge that this year will be the second to last Sundance based in Park City. Some films offered an escape from reality; others were a pointed reminder of the domestic and international political landscape, from transgender rights to the war in Ukraine.
Here are some of the key takeaways from the 41st edition of the festival.
The effects of the Southern California fires were deeply felt
The wildfires were still burning in parts of Los Angeles when Sundance began last week and reminders of its devastation were everywhere, even on screen. Max Walker-Silverman's "Rebuilding," starring Josh O'Connor as a cowboy who loses his ranch in a wildfire and forms a community with fellow survivors in a FEMA camp, hit close to home for many.
Filmmakers Meena Menon and Paul Gleason lost their home in Altadena where they filmed some of their zombie apocalypse movie "Didn't Die." Sundance artist labs head Michelle Satter lost her Palisades home as well. Satter had an audience of Sundance Institute donors in tears early in the festival while accepting an honor at a fundraising gala.
"It's a deeply devastating time for us and so many others, a moment that calls for all of us coming together to support our bigger community," Satter said. "As a friend recently noted, and I have to listen to this, 'Take a deep breath ... We lost our village, but at the end of the day we are the village.'"
The festival's move to another city dominated conversations
It was a topic... Read More