With a Super Bowl buy after halftime in NY, L.A. and Chicago, Bai continued its “None of This Makes Sense” campaign which agency Barton F. Graf kicked off in 2015.
In this piece, we see that just as the concoction of the Bai beverage makes no sense by being good for you while still tasting great, so too does a strident horse whisperer who does anything but whisper. Still, the horse behind him is most obedient to his commands.
Matt Aselton of Arts & Sciences directed this spot, with VFX from Method.
CreditsClient Bai Agency Barton F. Graf Gerry Graf, chief creative officer/founder; Laura Janness, chief strategy officer; Ian Reichenthal, executive creative director; Nick Kaplan, Amanda Clelland, creative directors; Richard Langhorne, copywriter; Zack Madrigal, art director; Josh Morse, head of production; Sara Kastner, head of project management. Production Arts & Sciences Matt Aselton, director; Marc Marrie, Mal Ward, exec producers; Zoe Odlum, line producer. Editorial Arcade Edit Dave Anderson, editor; Chris Angel, assistant editor; Fanny Cruz, producer; Sila Soyer, EP/partner. VFX Method, Angela Lupo, exec producer; Brad Wood, producer. Audio Post Heard City Evan Mangiamele, audio engineer; Gloria Pitagorsky, managing director.
TBWA\Media Arts Lab, Directing Team Megaforce Weigh In On Tongue-in-Cheek Apple Film
Directed by Megaforce via production company Iconoclast for agency TBWAMedia Arts Lab in L.A., this Apple film titled "No Sweat" features a weightlifter effortlessly spinning and manipulating massive weights as if they were batons, metaphorically representing the ability of the M4 family of chips--M4, M4 Pro, and M4 Max--to handle the most demanding workloads with ease, all set to Des’ree’s famed music track “You Gotta Be.” [video width="1046" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/11/01112010/M4-chip-No-Sweat-Apple.mp4"][/video] Read More