When people think of a 3-row family SUV, they don’t typically think about performance. They also don’t think about high-speed chase scenes with a handsome hero behind the wheel seemingly looking to elude pursuers which include a helicopter–but that’s exactly what agency CP+B created in its newest spot for the Infiniti QX60. In the commercial, we find our hero racing his Infiniti QX60 through the city, clearly on a mission. That mission: to deliver his three kids to a marathon viewing area to cheer on their mom who is in a race of her own.
Isaiah Seret of Biscuit Filmworks directed “On The Run” for CP+B.
Credits
Client Infiniti Agency CP+B Ralph Watson, VP, chief creative officer; Adam Chasnow, VP/executive creative director; David Swartz, VP/executive director of art direction & design; Bryan Karr, Doug Kohnen, associate creative directors; Martha Murphy, copywriter; Sloan Schroeder, VP/director of integrated production; Marco Vidalis, integrated producer; Lauren Wheaton, content supervisor; Samantha Calvert, content manager. Production Biscuit Filmworks Isaiah Seret, director; Rick Jarjoura, exec producer; Andrew Travelstead, producer; Claudio Miranda, DP. Editorial Cut+Run, Santa Monica, Calif. Frank Effron, editor; Luc Giddens, assistant editor; Emilie Talermo, producer. Post Company 3 LA Sean Coleman, colorist. VFX Method Studios, Santa Monica Wensen Ho, lead Flame artist. Music JSM Music Joel Simon, CCO/CEO. Sound Design/Audio Post Lime Studios + LSD L.A. Rohan Young, mix engineer.
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.”
