“To Move Is To Grow” reflects Zillow’s new, expanded offerings from a search-and-find platform to a full-service real estate partner. It speaks to the full range of emotions that come from the journey of moving, and includes two spots that show how the new Zillow helps movers rent, buy, sell or refinance their home.
This spot, titled “The Journey,” dramatizes the complicated emotions of moving through the eyes and imagination of a child. This piece of work shows a deep understanding of how moving makes us vulnerable, but delivers new possibilities and moves us forward. The story was directed by Martin De Thurah of Epoch Films and features an original score by Radiohead’s Jonny Greenwood.
Scott Vitrone, partner, chief creative officer, FIG, commented: “The campaign brings the home buying and selling process to life with empathy. I sold my home while we were in production–I can honestly say that those emotions are real.”
Credits
Client Zillow Agency FIG Scott Vitrone, partner/creative; Ramon Jimenez, partner/strategy; Oli Beale, Freddie Powell, Ben Grube, Brian Eden, creative directors; Jill Landaker Grunes, head of production; Wes Falik, executive producer; Millie Tunnell, strategist. Production Company Epoch Films Martin de Thurah, director; Mellisa Culligan, managing exec producer; Lasse Frank Johannessen, DP; David Bersanetti, production designer; Stine Moisen, producer. Editorial Rock Paper Scissors Mikkel E.G. Nielsen, editor; Alex Liu, Alex Lora, assistant editors; Lisa Barnable, exec producer. VFX/Color/Finishing Blacksmith Tom Bussell, creative director, VFX supervisor; Charlotte Arnold, founding partner/EP; Ashley Goodwin, producer; Mikey Pehanich, colorist; Ben Kwok, lead compositor; Olivier Varteressian, Tuna Unalan, CG leads; Sam Hencher, VFX supervisor; Andrew Emmerson, Eric Sibley, Iwan Zwarts, Jacob Slutsky, Molly Intersimone, Robert Bruce, Yebin Ahn, compositors; Ohad Bracha, Ruben Fuentes, compositors–CG rigging; Jordi Pallas, Magin Marques, Paul Wei, Sam Crees, compositors–CG rigging & animation; Kushal Das, Rick Walia, CG-FX; Victor Hugo Harmatiuk, CG-concept artist. Music Supervision GEMS Jonny Greenwood, composer. Music Edit/Sound Design/Mix Ballad Adrian Aurelius, mixer; Gregers Maersk, Moeller, producer.
In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”
In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
