The concept is portable entertainment built around you and that’s exactly what this TV spot delivers as a woman seated in a covered outdoor cafe sheltered from the pouring rain eventually gets wet in the virtual world after she touches her Zune unit screen, passing through the figurative hand-held looking glass portal. Once there, she is thrust into an offbeat video shoot in which she dances with a group of pink bunnies–the film crew is also comprised of pink rabbits.
Taking a break from the shoot into a nearby dressing room trailer, she encounters a gallery of photos. She decides to enter a photo of a concert; once there, she goes on stage and steps inside a snare drum, which takes her to an ocean. She dives into the drink, swimming amongst pink jellyfish.
Then from the inside looking out, she touches her Zune screen and returns to the cafe. The screen reveals various options such as music, videos, a picture gallery and radio. The spot ends with a website address, Zunejourney.net.
The spot is one of three in a campaign directed by Patrick Daughters of The Directors Bureau, Los Angeles, for agency T.A.G., a unit of McCann Worldgroup, San Francisco.
Melissa Culligan executive produced for The Directors Bureau, with Youree Henley serving as producer. The DP was Shawn Kim.
Contributors from GFX Animation, Seattle, includes creative director Will Hyde, animator David Holm, exec producer Robert Sanborn and producer Nate Barr.
Method Studios, Santa Monica, was the visual effects house, with a coterie of talent that included creative director Laurent Ledru, producer Luisa Murray, lead 2D artist Katrina Salicrup, 2D artists Miles Essmiller, Jan Cillers, John Roden, Kyle Obley and Sarah Eim, and 3D artists Chris Smallfield, Matt Wheeler, Sean Durnan and Felix Erquiza.
The T.A.G. team consisted of creative directors Geoff Edwards and Scott Duchon, art director Ben Wolan, copywriter Rick Herrera, director of broadcast Jan O’Malley and producer Ben Latimer.
Editor was Andrea MacArthur of Rock Paper Scissors, Los Angeles.
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