Dante Ariola of MJZ directed this spot which is part of the “I”MPERFECT” campaign from agency Translation which celebrates the diversity of people and pushes back against the “one size fits all” mindset.
Tying into all this is American Eagle Outfitters’ “democratization of denim,” offering 22 fits, 81 washes and 84 sizes–representing some 1,500-plus options–to fit any person and personality. This :60 shows people of all kinds coming together. (“Portraits” was shot during a four-day shoot on location in the Mojave Desert.) They join to form a message which is revealed in an aerial shot. Like all elements of the campaign (print, posters, digital banners, this spot is anchored by the tagline, “My Imperfections Make the Perfect Me,” as well as the “I’MPERFECT” brand mantra.
Credits
Client American Eagle Outfitters Agency Translation John Norman, chief creative officer; Jay Berry, Marc d’Avignon, executive creative directors; Betsy Decker, creative director, copywriter; Ben Carter, creative director/art director; Miriam Franklin, director of content production; Liz Graves, producer; Nick Pacelli, music supervisor. Production MJZ Dante Ariola, director; Greig Fraser, DP; Scott Howard, exec producer; Natalie Hill, line producer. Editorial NO6 Andrea MacArthur, editor; Kyle Whitmore, assistant editor; Crissy DeSimone, post exec producer; Kendra Desai, post producer. Visual Effects The Mill LA Chris “Badger” Knight, VFX artist; Jo Arghiris, VFX exec producer; Leighton Greer, VFX producer. Audio Post Eleven Jeff Payne, mixer; Suzanne Hollingshead, exec producer; Dawn Redmann, producer. Music “Feeling Good” Remake Composed and Arranged by Ariel R. A Heavy Duty Music /Mad Decent Production; Josh Kessler, exec producer; Daniel Nigro, producer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
[video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/12/19005421/Johnnie-Walker-StrongAreTheWomen-1.mp4"][/video] Read More
