Created via Deutsch in Los Angeles, the latest faux trailer from Taco Bell takes on the sci-fi genre. In “Retrieval,” a hero played by James Marsden must venture into space to bring back the beloved Nacho Fries. Directed by James Gray of production house Superprime, the spot was cut at Union Editorial by Matt Chesse.
Taco Bell first debuted the instantly iconic fries with the conspiracy theory trailer “Web of Fries” which explored the reasons Taco Bell was prevented from offering fries in the first place. This past summer the series continued with “Web of Fries II,” highlighting Taco Bell’s victory over the “Burger People” in a future dystopia.
“We are delighted to have Nacho Fries make their cinematic return, this time starring in ‘Retrieval,’ in which we seek to address the question of ‘where do Nacho Fries keep going?’ with a new genre and new hero who will go to all lengths to bring them back,” said Marisa Thalberg, global chief brand officer at Taco Bell Corp.
Credits
Client Taco Bell Agency Deutsch Pete Favat, chief creative officer, North America; Brett Craig, chief creative officer; Jeremiah Wassom, Chris Jones, creative directors; Krish Karunanidhi, sr. art director; Daniel Chen, sr. copywriter; Diego De La Maza, head of production; Paul Roy, executive integrated producer; Jamie Gartner, sr. integrated producer; Eryk Rich, music director; Chase Butters, audio producer; Dez Davis, music coordinator. Production Superprime James Gray, director; Rebecca Skinner, Michelle Ross, managing directors; Roger Zorovich, exec producer; Ron Mohrhoff, sr. producer. Editorial Union Editorial Matt Chesse, editor; Dana Maddox, assistant editor; Michael Raimondi, president/managing partner; Joe Ross, exec producer. Color Company 3 Stefan Sonnenfeld, colorist; Gabriel Wakeman, producer. Postproduction/VFX Framestore Bethan Thomas, director of production and operations; Morgan MacCuish, sr. VFX producer; Aron Hjartarson, creative director; Tom Leckie, VFX supervisor; Alex Villabon, compositing supervisor; Kevin Baker, CG supervisor. Licensed/Composed Music Massive Music Audio Formosa Sound John Bolen, mixer; Lauren Cascio, exec producer; Per Hallberg, Phil Morrill, sound design.
Tom Tagholm of Various Films directed this moving piece for the U.K.โs Department of Health and Social Care (DHSC) out of creative agency MullenLowe UK.
Focused on adult social care, the public service film delves into the world of care providers and how they connect with those they help. We feel how gratifying it is to assist people in daily tasks, the value it brings to their lives--and to the lives of those who provide this special care.
Itโs a special career for people who might not have previously considered the role. Itโs about a fulfilling job that fulfills lives. Thereโs a shared, reciprocal energy that emerges from working together in this way.
Capturing this dynamic and doing justice to this human story grew out of the creatives and filmmaker spending an extended amount of time in this world--long before any scheduled lensing. At this juncture, there were no cameras, just getting to know those involved--sharing tea and chatting, driven by a curiosity about life.
And this facilitated down the line the capturing of real human stories--trying not to get in the way of the natural rhythms of these special relationships as they unfolded. The mission was to recognize and capture all this--and in some cases uncover the significant moments and feelings inside of an apparently normal day. At the same time, the role of adult special care providers isnโt sugarcoated. There are challenges on both sides of the relationship. Yet there is a magic to the seemingly mundane, practical beats in a life--getting from point A to point B, answering emails, shopping, the daily tasks where the connection felt the most vivid and inspiring. One such task was seeing a man in a kitchen, cutting an onion for the first time, experiencing the joy of cooking.
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