This commercial tells the story of a young girl who wakes up to a surprise from her parents: a red envelope with a mysterious key inside. As her parents look on, the girl is overcome with emotion as she discovers that the key unlocks a new Yamaha piano.
Created by the team of Dana Markee and Ron Schlessinger, “Red Envelope” was directed by Erik Anderson of Chocolate Bunny (who is repped domestically for content by ContagiousLA). Anderson earned a slot in SHOOT’s New Directors Showcase back in 2013.
By hiring and working directly with big ad agency talent, Yamaha in effect created a high quality pop-up agency at their headquarters.
The spot is intended to reach families who have fallen in love with playing the piano. The :30 TV spot will air on broadcast TV and this :40 version will run online this month and next.
CreditsClient Yamaha Corporation of America Gary Klugman, director of marketing, Piano Products Group Creative Dana Markee, creative director/art director; Ron Schlessinger, creative director/copywriter. Production Company Chocolate Bunny Erik Anderson, director/exec producer/owner (who is repped domestically for content by ContagiousLA); Justin Gurnari, DP; Sean Barney, line producer. Editorial Picture Park Aaron Warzynski, editor. Music Damon Criswell Audio Post Lime Studios Sam Casas, mixer. Telecine Nathan Pena, colorist.
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More