John Singleton (Boyz in the Hood) directed this spot for AECOM, a company which designs, builds, finances and operates infrastructure assets for governments, businesses and organizations in more than 150 countries. In this piece, the focus is on the mass transit Metro Line in Los Angeles, introducing us to a young surfer from South L.A. who commutes over the Metro rail to the beach in Santa Monica. Conceived by L.A. ad agency Battery, the commercial is the first ever for AECOM, airing on CNBC, timed to coincide with AECOM CEO Michael Burke’s ringing of the opening bell at the New York Stock Exchange. The ad underscores how the Metro connects people with each other and their communities throughout Greater L.A.
Asked what attracted him to the project, Singleton said, “Ever since I was a kid, I was fascinated by moving vehicle–especially trains. I like the idea of sitting some place and watching the world move around, and for that moment you’re in another world. It would be an opportunity to tell a story about a person in motion with emotion.”
Credits
Client AECOM Agency Battery Phil Khosid, chief creative officer/co-founder; Raymond Hwang, Scott Brown, VP/creative directors; Joanna Rhodes, executive producer; Kristine Ling, sr. producer; Mackenzie Busch, producer. Production @LArge Productions John Singleton, director; Beth Aranda, exec producer; Paul Alcus, line producer. Editorial Metro Pictures Editorial Paul Norling, editor; Heather Bartholomae, assistant editor; Mary Stasilli, exec producer. Color The Mill Adam Scott, colorist; Thatcher Petersen, exec producer; Diane Velara, producer. Music/SFX SOUTH Music & Sound Design, Santa Monica, Calif. Audio Formosa and Margarita Mix Hollywood John Bolen, mix engineer (Formosa); Lauren Cascio, exec producer (Formosa); Michael Greenberg, mix engineer (Margarita Mix); Patrick Knight, exec producer (Margarita Mix). Footage Port Authority New York and New Jersey; NASA, Kennedy Space Center, Florida, USA; Footage Courtesy of The Los Angeles County Metropolitan Transportation Authority (Metro)
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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