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.
Credits
Client 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
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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