Mirada Studios produced this spot which brings paper pages to life from the Kindle screen, taking on different forms while showcasing the improvements offered by the new Kindle Voyage.
Agency is WONGDOODY.
Credits
Client Amazon Kindle Agency WONGDOODY Matt McCain, creative director; Mishy Cass, art director; Jennie Moore, copywriter; Nikki Castillo, Dax Estorninos, sr. producers. Production Mirada Studios John Fragomeni, president; Patrick Nugent, exec producer; Chris Riehl, creative director; Julian Sarmiento, CG supervisor; Sascha Flick, head of production; Michelle Machado, Andrin Mele-Shadwick, producers; Kate DeCrosta, production coordinators; Mike Merkwan, Michael Vargas, DJ Cosgrove, editors; Jan Cillers, sr. Flame compositor; Max Forward, storyboard; Luke Belderes, Clara Moon, Jing Zheng, An Nguyen, Izik Roitman, Su Jung, James Levy, Gus Mendez, designers; Steve McLafferty, Graham Herbster, tracking; Kyung Park, David Hyatt, Tim Hoffman, Brandon Lester, lighters; Brandon Thomas, lighting/look development; Giancarlo Lari, Eric Pender, 3D generalists; Steven Browning, Tadao Matsuyama, Diego Meigar, modelers; Emmanuel Druckmann, rigging lead; Hector Escudero, rigger; Jeremy Buffer, Derrick Session, riggers/animators; Joseph Andrade, Nicole Herr, Cristina Lee, Brandon Thomas, animators; Rachael Campbell, FX animator; Andrew Ashton, Josh Galbincea, Mark Robben, compositors; John Polyson, conform.
ScreenWork Categories:Commercial
Video Tags:Mirada StudiosWONGDOODY
Top Spot of the Week: Dog Is Not This Man’s Best Friend In AXE Ad Directed By Lionel Goldstein For LOLA MullenLowe
Cannes Gold Lion Film Craft winners “Robbery” and “Funeral” for AXE deodorant were standout ads last year, adroitly blending humor with the brand’s signature edge.
Now, creative agency LOLA MullenLowe in Madrid reunites with Belgian directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier) to deliver a new campaign for AXE, which explores the theme of sweetness but with an unexpected twist. “The Power of Sweetness” campaign spots subvert traditional notions of charm and kindness, offering a version of “sweet” that’s quite a departure from the norm, staying true to Axe’s playful, irreverent tone while keeping audiences laughing.
In this spot titled “Dog,” man’s best friend is anything but, jealous of an AXE body fragrance-wearing gent who’s courting the canine’s beloved woman owner. We see how sweetness can turn sour when dog takes sweet revenge on the woman’s beau.
Repped by Slim Pictures in the U.S., Lionel Goldstein directed the latest package of AXE spots via Belgium-headquartered production house CZAR.
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