R/GA California developed this “We’re So You” campaign and brand platform for Stitch Fix Freestyle, a differentiated shopping experience where anyone can discover and instantly buy items that are thoughtfully curated for them based on their personal style preferences, fit and size.
Directed by Gemma Warren via Good Company, the TV spot work celebrates personal style and confidence in a series of dynamic vignettes. A diverse cast is featured in a range of locations to show that Stitch Fix has a wardrobe for every occasion, body type. By featuring a variety of vignettes, the work showcases a wide range of styles, personalities and life moments. We see how each customer’s taste can shine, not only through their wardrobe and their environment, but also their personalized Freestyle selection.
Credits
Client Stitch Fix Agency R/GA (California) Bryan Gregg, executive creative director; Nadia Saccardo, creative director; Lane Petrauska, Natalia Federicks, Lorie Louie, associate creative directors; Sarah Paulhus, design director; Gabe Valente, sr. art director; Yael Cesarkas, executive strategy director; Justine Sarfan, associate strategy director; Sunny Lee, sr. strategist; Ricky Weina, director, marketing sciences; Katie Joyce, associate strategist, data; Chris Stoddard, executive producer; Sue Villegas, producer; Hana Newman, group production director, content production; Janie Penney, content producer. Production Good Company Gemma Warren, director; Mel Roy, exec producer. Editorial The Den Kate Owen, editor; Tara Wall, editor assistant; Rebecca Mitchell, sr. producer. Postproduction The Den Gabe Sanchez, colorist & online. Audio Post Sound Lounge Rob Sayers, mixer.
Can a sip of coffee spark progress? Family-owned company rolls out its first-ever brand awareness endeavor and illustrates a sustainable future.
A startling statistic: 80 million plastic coffee pods go into landfills daily. One week of this waste could circle the Earth, while one day could stretch from New York to San Francisco.
Committed to using coffee as a vehicle to create enduring change, the responsibly-sourced coffee brand, San Francisco Bay Coffee – which is owned by the Rogers Family Company – along with its creative and media agency of record, Cutwater, have partnered together to launch an all-new brand platform and integrated “One Small Sip For a Better Tomorrow” campaign which includes a series of playful, vibrant animation films, including this anthem piece which shows various people drinking coffee--with a flood of coffee pods falling out of their java mugs.
The remedy: San Francisco Bay Coffee and its certified commercially compostable OneCUP™ coffee pods.
Production and animation were spearheaded by Psyop and Wizz. The pieces were brought to life by directing duo Remus & Kiki. Music, sound design, and audio post were executed by Antfood.
“San Francisco Bay Coffee is the David in a category of Goliaths, yet they hold more true to values and practices we all want from our coffee brands. In addition to great tasting coffee, they innovate toward a better tomorrow. So if we want to make these great leaps of change, all it now takes is one small sip,” explained Cutwater founder and chief creative officer Chuck McBride. “We chose animation because the story needed a special way to help people understand the benefits of compostable pods in a not too serious way.”
