The directorial duo rubberband–whose production company roost is SMUGGLER–turned out this film for Heron Preston’s collection for Calvin Klein via 138 Productions. Teaming with cinematographer Stuart Winecoff, rubberband captures moments with notables in music, fashion and sports that make them approachable, lending an emotional proximity in an unstaged and unexpected way.
Titled "Manifesto," this is the first in a series of films featuring Nas, Kaia Gerber, Lil Uzi Vert, Stevie Williams, Jordan Alexander, Sabrina Fuentes, Pedro Cavaliere, Joe Holder and Ashley Graham.
Credits
Client Calvin Klein Cedric Murac, EVP, global creative; Ben Keren, SVP, creative; Korey Vincent, creative director; Reginald Dankwa, manager, content creative; Vasoula Barbagiannis, SVP, fashion director; Natalie Bergh, director, Fashion Office; Leila Thurtell, e-commerce director, Fashion Office; Carrie Provenzano, VP, executive producer; Dina Chappo, sr. director, integrated production; Tricia VanGessel, sr. integrated production; CJ Trahan, post producer; Srenica Munthree, SVP, global talent relations; Tyler Jackson, manager, global communications + influence Production rubberband, directors; Stuart Winecoff, DP; Luigi Rossi, producer; Matthew Smith, 1st AD; Josh Sondock, production supervisor; Sasha Abed, production coordinator; Patrick Southern, sound. Production 138 Productions Simon Malivindi, exec producer; Miles Sobieski, unit manager; Leo Becerra wardrobe coordinator; Francis McKenzie, production coordinator; Andrew Samaha, Victoria Durden, location managers. Postproduction Armen Harootun, editor; Aubrey Woodiwiss, colorist. Finishing Carbon VFX Sound Design/Mix Mike Regan Music Supervision Little Ears Music Maxwell Gosling Art Lauren Nikrooz, production designer; Kelly Cipriano, art coordinator; Lui Kobashi, set decorator; Eugene Choi, Parker Redford, leadman; CJ Somavia, Kevin Murphy, props; Alistair McKimm, stylist; Madison Matusich, Milton Dixon, DeVante Rollins, styling assistants; Martin Kheen, Anna Ouklova, tailors; Marcelo Gutierrez, makeup artist; Jawara, hair stylist. Still Photography Renell Medrano, photographer; Hye-Young Kim, producer.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
