A flight attendant along with her beverage/snack cart and a male passenger are seen free falling through the sky. Clearly this was a bit of sky diving that wasn’t planned.
“What were you thinking?” asks the flight attendant.
A flashback to “10,000 feet earlier” supplies the answer as we’re taken to inside a plane. We see the guy, appearing quite weary, get up from his seat to go to the bathroom. The lavatory “occupied” light goes off. He glances at the flight attendant standing next to the beverage cart and without looking opens what he assumes is the lavatory door.
The only problem is that it’s the emergency exit, which once opened, wreaks havoc on those inside the plane as he, the attendant and the cart are sucked out into the wild blue yonder.
The spot then returns us to the present as the free fall continues, only now the twosome is joined by another passenger who explains, “It was after 3 p.m.. Your blood sugar was low. Have some Emerald Nuts. They’ll keep you sharp.”
The tired guy obliges, eats some nuts poured out of a container by the other free fallin’ passenger, immediately feels a quick pick-me up, and flashes the proverbial “thumbs-up” sign.
As the impromptu sky divers move further away from the camera, the canister of Emerald Nuts is in the foreground for all of us to plainly see. A voiceover relates, “Banish the 3 p.m. slump with the natural energy of Emerald Nuts.”
Baker Smith of Santa Monica-based harvest directed “Falling” for Goodby, Silverstein & Partners, San Francisco.
Bonnie Goldfarb and Scott Howard exec produced for harvest with Rob Sexton serving as head of production/producer and Mala Vasan as line producer. The DP was Tony Wolberg.
The agency team included co-founder/creative director Jeff Goodby, managing partner Robert Riccardi, creative director Steve Simpson, copywriter Erik Enberg, art director Will Hammond and producer James Horner.
Editor was Geoff Hounsel of Arcade.
Post/VFX house was Moving Picture Company.
Future Craft Launches Under The Aegis of EP Johnny Parker; Shop Forges Alliance With U.K.’s OB42
Executive producer Johnny Parker has launched Future Craft, a content production studio which opens with a directorial roster that includes Brennan Stasiewicz, Henry Mason, We the Grimshaws, Kai Kurve, Sune Sorensen, Tim Hamilton, Jennifer Roberts, Little Village, Marcus Lundin, and Shaunoh Wilson.
Parker had been at the helm of production company Hey Baby which after eight years in business has been reimagined as Future Craft, with an expansion into branded content including long-from, experiential and photography alongside and integrated with advertising campaigns. Central to this evolution is Future Craft’s partnership with OB42, a U.K. production shop headed by the sr. management team of Otis Bell and Clancie Brennan. Via their strategic alliance, Future Craft and OB42 will share talent resources and develop projects for both the U.S. and Europe.
Parker said, “Future Craft was built on creating a home for some of the most talented creatives in the industry. Forthcoming global partnerships will redefine the lines between commercial and entertainment storytelling. I can’t wait to usher Future Craft into the here and now.”
OB42’s managing director Brennan said, “Johnny’s reputation in the industry came highly recommended to Otis and I, and we are thrilled to share the same vision. Future Craft’s roster complements our strategy for pursuing more narrative led advertising while leaning into more emotional and human campaigns that resonate with a wider audience. We have already collaborated on numerous productions and look forward to many more.”
Future Craft’s strategic alliance with OB42 and its parent company 42 fosters cross-pollination between advertising and branded entertainment, with a widened talent pool for... Read More