Matt Aselton of Arts & Sciences directed this 90-second spot in which teammates, opponents, athletes from other sports and various celebs tip their cap to New York Yankees shortstop Derek Jeter.
Even Boston Red Sox fans, New York Mets players and their team mascot pay homage to Jeter who’s retiring at the end of this MLB season.
Agency is Wieden+Kennedy, New York.
Client Jordan Brand Agency Wieden+Kennedy, New York David Kolbusz, Susan Hoffman Mark Fitzloff, executive creative directors; Gary Van Dzura, Jim Lasser, creative directors; Eric Helin, copywriter, Erwin Federizo, art director; Nick Setounski, head of content production; Jesse Brihn, sr. producer; Kristen Johnson, assistant producer. Production Arts & Sciences Matt Aselton, director; Robert Richardson, DP; Mal Ward, Marc Marrie, exec producers; Zoe Odlum, line producer. Editorial Rock Paper Scissors Biff Butler, editor; Melanie Gagliano, post producer; Eve Kornblum, post exec producer. Post Company 3 Tom Poole, colorist. VFX The Mill Richard Lyons, VFX lead Flame; Antoine Douadi, VFX supervisor; Verity Grantham, VFX exec producer; Jeremy Moore, producer. Audio Heard City Philip Loeb, mixer; Sasha Awan, producer. Sound Design Brian Emrich, sound designer. Music Andrew Huckvale, composer.
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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