W+K New York is launching a new round of work for Duracell, kicking off with 30-second spot “Hallway” which is part of the continuing “Trust is Power” campaign.
The spot sheds a light on what happens when you can’t trust the battery power inside your new smart door lock–specifically, the Smart Lock fails without Duracell AAs and an apartment hallway becomes increasingly uncomfortable. Will the neighbors help? Will the super have a spare key? Will a small dog ever stop barking?
Directed by Arts & Sciences’ Matt Aselton, “Hallway” debuted this week on all major networks.
CreditsClient Duracell Agency W+K New York Karl Lieberman, executive creative director; Eric Helin, Stuart Jennings, creative directors; Howard Finkelstein, copywriter; Grant mason, art director; Nick Setounski, head of integrated production; Alison Hill, executive producer; Alexey Novikov, producer; Dan Hill, director of brand strategy; Rachel Yoes, brand strategist. Production Arts & Sciences Matt Aselton, director; Mal Ward, managing director; Marc Marrie, exec producer; Christa Skotland, head of production; Zoe Odlum, producer. Local Production Services Suneeva Ian Webb, producer. Editorial Arcade Edit Dave Anderson, editor; Samuel Barden, cutting assistant; Sila Soyer, exec producer; Fanny Cruz, producer. VFX Framestore Sarah Hiddlestone, exec producer; Lily Tilton, producer; Matt Pascuzzi, VFX shoot supervisor; Liz Yang, 2D lead artist; Jose Arauz, Zavier Mojica, 2D artists; Aaron Batista, coordinator. Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. Audio Post Sonic Union Steve Rosen, mixer; Pat Sullivan, producer.
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