Theodore Melfi of production house Brother directed “Can’t Hide,” which marks the return of Captain Obvious for Hotels.com out of CP+B.
In this :30, Captain Obvious explains the benefits of the Hotels.com Mobile App to a man who has just locked himself out of his hotel room in his underwear.
Client Hotels.com Agency CP+B Ralph Watson, chief creative officer; Dan Donovan, executive creative director; Nicole Karalekas, Bryan Denman, sr. art directors; Ross Saunders, sr. copywriter; Ryan Dixon, designer; Kate Hildebrant, integrated head of video; Deb Drumm, executive integrated producer; Jessica Coccaro, sr. integrated producer; Brice Tomlinson, content supervisor; Alyssa Fitterer, content manager; Brian O’Connell, cognitive anthropologist. Production Brother, Los Angeles. Theodore Melfi, director; Monica Reimold, head of production; Rich Carter, CEO, exec producer; John Lindley, DP. Postproduction Method Studios, NY Editorial Cut+Run, New York TG Herrington, editor. Sound Design Sonic Union, NY
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.”
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