Fruit of the Loom understands there are some things parents just can’t prepare for. Like a giant energy portal materializing in your living room, or magic marker all over your freshly painted walls. Both those unlikely occurrences unfold in this spot in which kids’ imaginations run wild.
But not to worry–parents can still be prepared for back to school season thanks to Fruit of the Loom bonus packs which offer a few extra pairs of underwear…just in case.
Paul Mitchell of Elastic directed this spot, titled “Magic Marker,” for CP+B in Boulder, Colo., with VFX from a52, music from JSM and sound design by Machine Head.
CreditsClient Fruit of the Loom Agency CP+B, Boulder, Colo. Ralph Watson, VP, chief creative officer; KT Thayer, creative director; Sean Wright, sr. art director; Maria Snell, sr. copywriter; Jamie Slade, integrated producer, video; Madison Morris, content supervisor. Production Elastic, Santa Monica Paul Mitchell, director; Luke Colson, exec producer; Kelly Christensen, producer. Editorial Rock Paper Scissors, Los Angeles Austyn Daines, editor; Rana Martin, exec producer; Denice Hutton, producer. VFX a52, Santa Monica, Calif. Jesse Monsour, VFX supervisor; Manny Guizar, CG lead; Richard Hirst, Michael Vaglienty, 2D VFX artists; Phiphat Pinyosophon, Tom Briggs, Mike Bettinardi, Michael Cadenas, 3D artists; Cathy Shaw, roto; Gabe Sanchez, Flame assist; Meredith Cherniack, Michael Steinmann, producers; Patrick Nugent, Kim Christensen, EPs; Linda Carlson, Jennifer Sofio Hall, managing directors; Paul Yacono, colorist; Chris Riley, color assist; Jenny Bright, color producer. (Toolbox: Flame, Maya) Music JSM, New York Joel Simon, chief creative officer/composer; Nathan Kil, composer; Jeff Fiorello, exec producer; Norm Felker, producer. Audio Post Lime Studios, Santa Monica, Calif. Mark Meyuhas, mix engineer; Peter Lapinski, mix engineer assistant; Susie Boyajan, exec producer. Sound Design Machine Head, Los Angeles Kip Smedley, sound designer; Stephen Dewey, creative director; Patty Chow Dewey, exec producer
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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