Grey New York, working with its client the National Park Foundation on behalf of the National Park Service, heralds National Park Week coming up on April 20-28–a centerpiece of which is free admission to the National Parks on 4/20.
This anthem video–directed by Sam Holst of The Directors Bureau–promotes the National Parks by reminding us of all the stresses of daily life in comedic fashion: self-checkout kiosks that don’t work; computerized call centers that don’t answer; restroom dryers that don’t; impossible furniture assembly; and incomprehensible parking signs.
We’re then offered a remedy, a break, from our hectic, maddening lives as the mundane segues to majestic vistas of the parks and the call to action: The National Parks are free on April 20th . . .Find Your Park.
This “Us vs. Every Day” piece is part of a “Find Your Park” video series that will run on paid social platforms such as Facebook and Instagram and across all National Park Service social media.
Credits
Client National Park Foundation Agency Grey New York John Patroulis, global chief creative officer; Jeff Stamp, deputy chief creative officer; Asan Aslam, group creative director; Leo Barbosa, Cuanan Cronwright, creative directors; Robert Jencks, art director/sr. design; Tan Erginay, copywriter. Production Agency Townhouse James McPherson, chief production officer; Tania Salter, SVP head of integrated production Bruce McDonald, VP executive integrated producer; Radu Olievschi, VP integrated producer. Production Company The Directors Bureau Sam Holst, director; Lisa Margulis, managing director/exec producer; Elizabeth Minzes, exec producer/ head of production; Jacki Calleiro, exec producer; Jona Ward, producer; Kenji Katori, DP; Almitra Corey, production designer; Hayley Simpson, casting (Plaster Casting) Edit, Music, Sound Townhouse Studios Lauren Kulchinsky, SVP head of creative content; Michaela Moriarty, post producer; Brian Sanford, editor; Robert Pilgrim, Guillermo Rivero, assistant editors; Kurt Steinke, music supervisor; Dante Desole, VP director, sound engineer. Color Nice Shoes Chris Ryan, colorist; Jason G. Farber, producer.
Blinkink director Jack Brown created this stop motion film to tell a handmade story for Tekla’s holiday campaign.
Established in Copenhagen in 2017, Tekla was born from a desire to bring modernity and freedom of expression to the homeware category. As a brand, it rejects rapid trend cycles by designing for longevity, with an uncompromising focus on quality and responsible production. Brown’s use of stop-motion animation, using only Tekla fabrics, places both the brand’s story and its values front and center.
The film takes us on the journey of a teddy bear exploring the enchanted interiors of the Tekla Copenhagen store. The vibe feels dreamlike and the addition of stop motion adds a tenderness to the film. Inspired by the stories of Hans Christian Andersen, the campaign features iconic figures and nods to his fairytales; the towering mattresses of The Princess and the Pea, the magical umbrella of The Sandman, and the floating luggage of The Flying Trunk.
Brown said, “What an amazing little project this was, and for such a great brand. Tekla was such a cool client to work with. I suggested making the whole ad out of their fabrics and within 24 hours, there were boxes of beautiful fabrics being delivered for us to cut to pieces. Everything you see is about the size of an A4 sheet of paper and all hand cut, stitched and animated by a very small team of very talented people. Anita Bruvere was the lead builder and animator and did such an amazing job of turning all these tiny pieces of fabric into a magical world.”
