Wieden+Kennedy, Portland, Ore. has unveiled its latest “Only Slightly Exaggerated” campaign for Travel Oregon–once again in partnership with animation studio Psyop, Sun Creative Studio and Emmy-winning composer Jim Dooley.
Directed by Kyle Matulick and Todd Mueller of Psyop, this spot showcases the people, the customs, traditions, cultural elements and things to do in Oregon, taking us to varied places and experiences that can be found in a bustling farmers market, a rodeo, the Native American community, a wine vineyard, camping grounds and Mother Nature at its best.
Credits
Client Travel Oregon Agency Wieden+Kennedy, Portland, Ore. Eric Baldwin, executive creative director; Darcie Burrell, Azsa West, creative directors; Ansel Wallenfang, writer; Nick Stokes, art director; Matt Hunnicutt, director of production; Heather Smith-Harvey, executive producer; Nicole Kaptur, producer; Alex Lianopoulos, associate producer; Amy Streger, design producer; Cathy Ormerod, studio designer. Production Psyop Kyle Matulick, Todd Mueller, directors; Neysa Horsburgh, managing director; Justin Booth-Clibborn, exec producer; Jamie Pastor, head of production; Jacob Markson, producer; Luca Vitale, designer; Ryan Raith, 2D supervisor; Max Forward, storyboard artist; CJ Cook, compositing; Brandon Sanders, Flame artist; Alex Wysota, Flame assistant; Loren Christiansen, editor. 2D Animation Sun Creative Mikkel Okholm, Bo Juhl Nielsen, exec producers; Fritte Colliander, Christine Snitkjaer, line producers; Suzanne Clavairoly, Janete Domingues, Billie Segal, production managers; Simon Lee Bresling, art director, lead designer; Tobias Dahl Orderud, art director; Liane-Cho Han Jin Kuang, animation supervisor & storyboard; Theo Boubounelle, background & layout supervisor; Rasmus Mobius, comp supervisor & layout and camera background; Olivier Malric, FX supervisor; Eleonora Quario, clean-up lead; Andrew Brooks, storyboard; Daniel Cacoualt, colorscript; Jean-David Fabre, Andreas Rocha, Suheb Zako, Amei Zhao, concept art; Matthieu Daures, Zhihuang Dong, Dae-No Notz Kim, Sunki Lee, Coralie Nagel, character design; Gilles Brinkhuizen, Camilo Collao, Antonia Hartwell, Noemie Leroux, Coralie Nagel, layout & camera background; Sandrine Han Jin Kuang, Pierre Rutz, layout posing; Christen Bach, Daniele Baiardini, Remy Bonnin, Gilles Brinkhuizen, Adalsteinn Hallgrimsson, Floriane Nguyen, compositing; Aleem Akhlaque, Simon Dumonceau, Jean-David Fabre, Thuan Huynh, Andreaqs Rocha, Paul-Emmanuel Separi, Martin Vallespir, Matthew Vince, background; Hugo Bravo, Diane Coat, Aandrine Han Jin Kuang, Ilan Hatukah, Suzon Heron, Christoffer Kramme, Pierre Rutz, animation; Stephane Chung, Rachid Guendouze, Maxime Neaud, Raymond Pang, FX animation; Christopher Aboiralor, Nih Bhavsar, Michelle Chan, Heidi Holmea Christiansen, Elpida Fousteri, Pafo Gallieri, Louise Gregersen, Lucy Hirst, Till Machmer, Katarzyna Mencfel-Wenglarczyk, Christina Nerland, Anna Sagadin, Kay Sales, Friedrich Schaper, Nawell Sdiri, Andreia Serrano, Camilla Smidt, clean-up/color/color detail. Music James Dooley, composer; Tim Davies, orchestration; Steve Kaplan, mixer. Sound Design/Audio Post Lime Studios Matt Miller, sound designer, audio mixer; Ian Connie, audio assistant; Susie Boyajan, exec producer; Kayla Phungglan, producer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
