This new campaign from Droga5 New York for Nature’s Bounty features people interacting with their future selves. Each character is pleasantly surprised to see how well they’re doing years from now thanks to the care they’ve taken by using Nature’s Bounty health-promoting products. However, there’s also something unexpected as in this spot entitled “Stuck” when a guy gets a crystal ball glimpse of himself stuck in an air duct. As we see his future self waiting to be extricated, we’re informed there’s a funny story behind it as laughter breaks out among those around him, including his would-be rescuers.
David Shafei directed “Stuck” via production house WW7.
Credits
Client Nature’s Bounty Broadline & Optimal Agency Droga5 New York David Droga, creative chairman; Ted Royer, chief creative officer; Matt Ian, group creative director; Ulrika Karlberg, copywriter; Felipe Mollica, art director; Sally-Ann Dale, chief creation officer; Brett Fisher, sr. broadcast producer; Leah Donnenberg, broadcast producer; Rob Trostle, executive design director; Cliff Lewis, head of art production; Jonny Bauer, global chief strategy officer; Ramon Jimenez, group strategy director; Danielle Vasan, sr. strategist; PJ Mongell, strategist; Elsa Stahura, sr. communications strategist; Kevin Wilkerson, communications strategist. Production WW7 David Shafei, director; Damian Acevedo, DP; Josh Ferrazzano, exec producer; Bo Clancey, producer; Jerrod Littlejohn, production designer; Dominie Till, makeup. Editorial NO6 Jason MacDonald, editor; Ling Chua, assistant editor; Corina Dennison, exec producer; Laura Molinaro, producer. Postproduction Eight VFX Juliet Tierney, exec producer; Michael McCarthy, producer; Jean-Marc Demmer, creative director; Fabian Coupez, Joe Chiao, VFX lead. Color Company 3 Tim Masick, colorist. Music Beacon Street Studios Audio Post Heard City Evan Mangiamele, Keith Reynaud, mixers; Gloria Pitagorsky, managing director; Sasha Awn, exec producer; Talia Rodgers, producer.
Blinkink director Jack Brown created this stop motion film to tell a handmade story for Tekla’s holiday campaign.
Established in Copenhagen in 2017, Tekla was born from a desire to bring modernity and freedom of expression to the homeware category. As a brand, it rejects rapid trend cycles by designing for longevity, with an uncompromising focus on quality and responsible production. Brown’s use of stop-motion animation, using only Tekla fabrics, places both the brand’s story and its values front and center.
The film takes us on the journey of a teddy bear exploring the enchanted interiors of the Tekla Copenhagen store. The vibe feels dreamlike and the addition of stop motion adds a tenderness to the film. Inspired by the stories of Hans Christian Andersen, the campaign features iconic figures and nods to his fairytales; the towering mattresses of The Princess and the Pea, the magical umbrella of The Sandman, and the floating luggage of The Flying Trunk.
Brown said, “What an amazing little project this was, and for such a great brand. Tekla was such a cool client to work with. I suggested making the whole ad out of their fabrics and within 24 hours, there were boxes of beautiful fabrics being delivered for us to cut to pieces. Everything you see is about the size of an A4 sheet of paper and all hand cut, stitched and animated by a very small team of very talented people. Anita Bruvere was the lead builder and animator and did such an amazing job of turning all these tiny pieces of fabric into a magical world.”
