Director Kiran Koshy of production house Slash Dynamic partnered with agency The Richards Group on a multi-spot comedy campaign for digital agency AmericanEagle.com. The commercials feature actual AmericanEagle.com employees and were filmed in that company’s Chicago headquarters.
As a way of introducing the staff to the public, a spokesperson (Andy Junk) takes us through a regular day at AmericanEagle.com and highlights various staff members while they work. The campaign depicts the masterful ways in which AmericanEagle.com employees assist their clients with web design, development, and digital marketing strategy needs. In this particular spot titled “Conversion Rate,” we meet Diane who helped double a global retailer’s conversion rate to 4% (amounting to $5 million per month) by “optimizing the optimizing.”
Koshy, an alum of SHOOT’s 2017 New Directors Showcase, said, “I knew working with real employees who weren’t actors was going to be a challenge I’d relish, and they didn’t disappoint. Honestly, I couldn’t have cast a more perfect ensemble of fresh faces any other way. They really plussed the comedy, and I was in awe of how they were able to handle performances that demanded subtlety. This made the campaign even more special to the client, and their employees.”
CreditsClient AmericanEagle.com Agency The Richards Group Andy Coulston, creative director/art director; Dustin Ballard, creative director/writer; Sheri Cartwright, broadcast/content producer. Production Slash Dynamic Kiran Koshy, director; Tanya Cohen, exec producer; Adam Kaiser, line producer; Caitlin Cohen, producer; Christopher Soos, DP; Bret Tanzer, production designer. Color Company 3 Tyler Roth, colorist. Music Shindig Editorial charlieuniformtango Adam Henderson, editor; Jose Michalena, assistant editor; Mary Alice Butler, exec producer
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Appleโs 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 โWrite smarterโ 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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