Agency barrettSF has launched “Make It Magical,” World Market’s largest campaign this year to position the specialty-import retailer as the holiday destination. Included in the campaign mix is this :60, “Make It Magical,” directed by Mike Mills via production house MJZ.
For the spot, barrettSF recreated the holiday classic “Sleigh Ride” out of sounds made by World Market products. To do this, the agency worked with Mills and composer Roger Neill to discover and build the song with the perfect product sounds. From the sound of glasses clinking and knives chopping, every World Market product and its sound was considered. On top of building the song, the team worked closely to integrate the sounds and build of the song seamlessly into the story of the spot: a family getting ready to host a holiday party for their friends and family.
“In creating something so interconnected and precise, the process was almost like reverse engineering a spot, so that was certainly new for us,” said associate creative director Byron Wages. “That said, we were in incredibly capable hands with Mike Mills. He worked with us to make something deceptively complex appear incredibly simple. His creativity and thoughtfulness remain unmatched.”
Campaign is running in the regional L.A. market.
Credits
Client World Market Agency barrettSF Jamie Barrett, chief creative officer; Todd Eisner, executive creative director; Byron Wages, Gabe Sherman, associate creative directors; Caylee Hubert, art director; Christian Zerbel, copywriter; Gaston Yagmourian, designer; Conor Duignan, head of production; Charlotte Dugoni, sr. producer. Production MJZ Mike Mills, director; David Zander, president/co-founder; Emma Wilcockson, exec producer; Youree Henley, line producer; Greig Fraser, DP. Editorial Exile Grant Surmi, editor; Erin Offenhauser, assistant editor. Music Evolution Music Partners, Los Angeles Roger Neill, composer. Sound Design Henryboy, Brooklyn, NY Bill Chesley, sound designer. Audio Post One Union, San Francisco Joaby Deal, mixer. VFX Exile Federico Saccone, Oren Kaplan, VFX Flame artists; Kristina Thoegersen, post producer. Color MPC Mark Gethin, colorist.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
