Derek Cianfrance of RadicalMedia directed two narrative films for the Foundation to Combat Antisemitism out of agency Wunderman Thompson.
Part of the #StandUpToJewishHate” campaign is this piece entitled “Son” in which a father confronts his teenage son for antisemitic online posts and creates a raw, teachable moment by driving the lad to a temple to witness real families attending services.
Client Foundation to Combat Antisemitism (FCAS) Agency Wunderman Thompson Tom Murphy, chief creative officer, North America; Susan Golkin, executive creative director; Mike Folino, Lu Romero, creative directors; Angela Barber, SVP, content production, North America; Tara Leinwohl, Deb Archambault, executive producers; Paul Greco, executive director of music & audio; Rodrigo Maroni, chief strategy director; Will Sandwich, chief data officer; Maddie Gupta, group strategy director. Agency Mindshare Greg Manago, president, North America, Content+; Grant Lipschultz, producer, Content+; Rebecca Borg, sr. director, Content+; Shadae Bradshaw, associate director, Content+. Agency GroupM/WPP Jeffrey O’Connor, group director, Midas Exchange; Chris Pope, director, programatic services, GroupM Nexus. Production Company RadicalMedia Derek Cianfrance, director; Jim Bouvet, SVP head of commercials, exec producer; Trevor Battaglia, head of production; Tyler Byrne, producer; Jody Lee Lipes, DP. Editorial Final Cut Jim Helton, editor; Alyce Muhammed, assistant editor; Wade Weliever, Jamie Nagler, producers; Sarah Roebuck, exec producer. VFX Framestore Sebastien Boulang, VFX shoot supervisor; Zimei Song, 2D lead; Avery Herzog, Gil Milstein, Nuke compositors; Keno Naidoo, Raul Ortego, Flame compositors; Daniel Peterson, designer; Heino Henning, exec producer; Meghana Penumarthi, VFX coordinator; Christina Chung, Mimi Milligan, VFX producers. Color Company 3 Tim Masick, colorist; Stephen Winterhalter, color assistant; Ryan Moncreif, color producer. Music JSM Joel Simon, CEO/CCO; Jeff Fiorello, VP/exec producer; Andrew Manning, Norm Fleker, Sharon Cha, sr. producers; Nathan Kil, co-composer. Sound Heard City Phil Loeb, mixer/sound designer; Gloria Pitagorsky, managing director; Jackie James, head of production; Liana Rosenberg, exec producer; B Munoz, sr. producer; Dylan Setson, assistant producer; Virginia Wright, Zoltan Monori, Chenoa Tarin, Oddy Litlabo, assistant mixers.
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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