Justyna Obasi of production house Love Song directed this commercial titled “Wisdom & Obi,” part of Expedia’s new “Never Give Up On Going” campaign.
Following a father and young son, the spot match-cuts the child’s hands running over a common beige carpet as he imagines the feeling of sand on the sunny beaches of Jamaica, his father’s childhood home. Inspired to show his son the place where he grew up, the boy’s father utilizes Expedia to make this goal a reality. The spot ends with the family in Jamaica creating new memories, experiencing what, before that moment, had only been a dream.
The film strikes a personal note for Obasi, an alum of SHOOT’s 2020 New Directors Showcase, who shared, “It took me back almost 30 years ago when my mother decided to finally show me Nigeria. This is me; this is a familiar feeling.” Leading with empathy, the camera follows the characters as they grow, move through the story, and reveal more about themselves. Obasi speaks to the need for “Wisdom & Obi” to unfold organically, adding. “If we are not authentic enough, then we risk a cliché. These characters are not clichés.”
Credits
Client Expedia Group Hector Muelas, SVP global creative; Michele Rousseau, SVP global brands; Kevin Tenglin, Luke Harris, executive creative directors; Michael McCommon, creative director; Bruno Barbieri, Diogo de Souza Valim, associate creative directors; Perrin Rausch, head of integrated production; Lindsey Wood, executive producer; Kara Fromhart, sr. producer; Lauren Bautista, associate producer. Production Love Song Justyna Obasi, director; Kelly Bayett, managing partner/exec producer; Daniel Wolfe, partner/exec producer; Deannie O’Neil, exec producer; Nicole Powell, producer. Editorial Exile Edit Sound Barking Owl Kelly Bayett, creative director/co-founder; Gus Koven, sound designer; AJ Murillo, mixer; Beau Manning, assistant mixer; KC Dossett, producer. Music "Ballerina" by Yehezkel Raz Color/Finish Trafik Mark Gethin, colorist; Nate Seymour, assistant colorist; Greer Bastiche, color producer; Megan Lang Bice, color exec producer; Benji Davidson, VFX supervisor/sr. Flame artist; Jacob Goldberg, Markis Lazarre, Flame artists; Charlotte Preuss, finish producer; Karena Ajamian, finish exec producer.
Lead agency Serviceplan’s new cross-media campaign for Lufthansa, “All it Takes is a Yes,” includes this short film which follows a protagonist who is magically transported from her daily office life to dream destinations with just a simple tap on the Lufthansa app.
We accompany her on a wonderful journey, discovering inspiring local experiences along the way. We see her at a dumpling shop in Shanghai, swimming in the turquoise waters near Rio de Janeiro, grabbing a sandwich at a New York deli, exploring the bustling streets of Mumbai, dancing at a wedding party in Rome and marvelling at the desert in South Africa. Along the way she connects with a character who’s seemingly following her. Inspired by magical realism, director Niclas Larsson via production house Iconoclast has crafted a stunning visual journey that perfectly blends reality and dream.
The campaign was developed and implemented by an international Serviceplan team under the creative lead of Serviceplan Germany chief creative officer Till Diestel, and global executive creative directors Erick Barrios Hernández and Wolfgang Warzilek.
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