Droga5 NY created a new brand platform–”This Is Me”–for Pier 1, which includes this spot directed by Nadav Kander of Chelsea Pictures. Titled “Story of Me,” the commercial puts the customer front and center as the individual who makes home a special place. It’s not four walls and an address that makes a home–but the people in it whose stuff tells a story unique to them.
The campaign puts Pier 1 in a new light overall–a store that doesn’t tell consumers the one way to decorate their home but one that gives them everything they need to make a home that truly reflects who they are. It’s about embracing what their customers know and love because for them “decorating never ends” and they are always are looking to define their “little slice of earth.”
Credits
Client Pier 1 Agency Droga5 NY David Droga, creative chairman; Neil Heymann, chief creative officer; Kevin Brady, executive creative director; Emmie Nostitz, Donnell Johnson, creative directors; Alyssa Georg, Eloena Knox, Adrian Chan, associate creative directors; Matthew McCoy, director of content. Production Chelsea Pictures Nadav Kander, director/DP; Lisa Mehling, exec producer; Jeremy Barrett, producer. Editorial Final Cut Rick Russell, Miky Wolf, editors; Sarah Roebuck, exec producer. Music Keith Kennif, composer. Audio Sonic Union Steve Rosen, mixer.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
