This holiday spot, “Gift Box,” follows a girl whose imagination is sparked by a simple FedEx box, turning her Xmas morning into a magical experience.
Noam Murro of Biscuit directed this FedEx spot for BBDO New York, capturing the emotional side of package delivery by illustrating how it’s not about the packages or pallets but rather whit it means and does for people. “Gift Box” builds on the FedEx campaign “What we deliver by delivering” brand platform that was introduced last year.
Client FedEx Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Greg Ketchum, Tom Godici, EVPs/executive creative directors; Greg Gerstner, SVP, sr. creative director; Banks Noel, Fred Covey VPs, creative directors; Eric Goldstein, VP, sr. creative director; Natalie Taylor, project manager; David Rolfe, EVP, director of integrated production; Alex Gianni, VP, group executive producer; Melanie Cornish, sr. producer; Melissa Chester, executive music producer. Production Biscuit Noam Murro, director; Shawn Lacy, partner/managing director; Jeff McDougal, exec producer; Rachel Glaub, Mercedes Allen-Sarria, heads of production; Jay Veal, unit production manager; Jen Berry, production supervisor; Rodrigo Prieto, DP; Brock Houghton, production designer. Editorial Work Editorial Rich Orrick, editor; Erica Thompson, exec producer; Chris Delarenal, producer; Audrey Weiner, cutting assistant. Telecine Color Collective Alex Bickel, telecine artist; Claudia Guevara, producer. VFX/Conform/Finishing Blacksmith Eliza Randall, VFX supervisor; Jamie Scott, 2D lead/compositor; Jacob Coy, Meggen Burdick, Jacob Slutsky, Yebin Ahn, compositors; Olivier Varteressian, Tuna Unalan, Rick Walia, Vitaliy Burov, CG artists; Charlotte Arnold, exec producer; Tina Chen, VFX producer. Music Beacon Street Studios, Venice, Calif. Andrew Feltenstein, John Nau, composers; Leslie DiLullo, producer. Audio Post Sound Lounge, New York Tom Jucarone, Peter Holcomb, engineers; Becca Falborn, producer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
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