Mexican model Carla Houston gets water-wise in a new online spot for Model Environment (ME), an organization of fashion models bringing awareness to environmental and social issues. Directed by Jeffrey Karoff of The Artists Company and co-written by Karoff and ME Founder Christy Beck, this latest commercial continues the eco-conscious theme as part of an online PSA series featuring green models. nnIn this sexy spot, Houston receives useful water conservation advice from her own clones, whether it’s saving the water from her shower to nourish her plants or filling the sink when washing dishes. The multiple versions of Houston peer over the balcony at their female neighbors, who are bathing outdoors. “Chicas, where did you get that water?” asks one of the clones, to which the giggly neighbor clones reply, “Rain!” nn
nTo view “Carla Houston on Water Conservation” online, please visit click here.nnThe “Carla” spot marks the third collaboration between Model Environment‘s Beck and Karoff. The previous two PSAs featured “Nina Smidt on “Cleaning Products” and “Helene Traasavik on Toilet Paper” with the latter receiving more than 50,000 views on YouTube. nn”These are causes that I’m personally passionate about,” explains Karoff. “Each of the spots relies on the model’s beauty and sensuality in an arch, over-the-top way. All of us — the filmmakers, models and audience – are in on the joke: sex sells, no kidding. In the meantime, the approach becomes the pill’s sugarcoating. The message goes down easy and hits you at your lizard brain. The responses we’ve heard are that viewers really are more mindful of their wasteful habits.”nn”Our goal was to attract viewers that are not typically drawn to environmental causes,” adds Beck, who founded Model Environment in April of 2011. “We wanted to promote simple environmental actions that anyone could follow. There are so many kind, giving models that want to make a positive impact on the world. ME is an alternative for a model’s time and energy to be channeled towards that larger goal.” nnThe “Carla” spot was the most technically challenging of the three given the VFX involved with the multiple versions of the model. Karoff says, “One of the Carlas is naked throughout, but we were looking for a PG rating. Strategically layering one Carla over another or a well-placed colander served to cover the naughty bits. Cinematographer Anghel Decca was terrific at creating clean greenscreen layers in tiny spaces, and Northern Lights did a seamless composite. You can tell everyone, including the models, had a good time on this project.” nn”The models have virtually no acting experience,” concludes Beck. “They are used to print campaigns. Jeffrey captured the playful spirit of the models, and made them feel very comfortable. It was impressive to watch Jeffrey direct them into delivering their lines with the same sass and sexiness they have on still shoots. He brought the pizzazz and the charm. Let’s just say he turned our skeleton into a supermodel.”nnProduction Company: The Artists CompanynDirector: Jeffrey KaroffnDP: Anghel DeccanProducer: Stephanie MarshallnWriters: Christy Beck and Jeffrey KaroffnWhere shot: Home of Producer John Marshall / Hollywood Hills, CAnnEditorial & Postproduction Company: Northern LightsnEditor: Brandon Beck nCompositor/Colorist: Chris HengeveldnSound Mixer: Tony SprayberrynnAbout Jeffrey KaroffnJeffrey Karoff’s work as a director covers a broad scope of styles, from beautiful film with an architectural style to intimate portrayals of people and their lives. His ability to weave compelling stories with clarity and honesty has attracted A-list clients over his 12-year commercial directing career, including HP, Lincoln, Canon, and Allstate, GM, Astra Zeneca and Mercedes. Karoff is currently directing a documentary on Ra Paulette, a cave digger, whom he shot for a recent Canon commercial.nnHe is repped by The Artists Company for commercials and branded content. www.theartistscompany.comMichele Lu Kumar Priya PR 310.922.0464 Contact Michele via email
NYF Advertising Awards Open for Entries: Grey New York and New York Festivals Launch ‘No BS Allowed’ Campaign and Plant Seeds of Growth
The New York Festivals Advertising Awards is now officially open for entries for the 2025 competition. Grey New York has teamed up with New York Festivals Advertising Awards to unveil a bold new creative campaign, titled “No BS Allowed,” for the show’s 2025 awards season. The campaign serves as a call for entries, challenging the advertising industry to reject superficiality and focus on creating work that truly matters. The New York Festivals Advertising Awards, known for celebrating the world’s most innovative and impactful advertising, is taking a hard stance against the industry’s reliance on inflated metrics, fabricated buzz, and empty results. In this provocative campaign, these industry conventions are reimagined as something more tangible and valuable: fertilizer for growth. Thiago Cruz, Chief Creative Officer at Grey New York. “New York is famously known for not putting up with BS, so we’re ensuring our festival stands for that too. We’re looking for work that truly drives both cultural and business value for clients.” The campaign humorously relabels case studies' so-called "BS" with sharp accuracy, exposing the elements that undermine true creativity:
- Made-up tweets
- Inflated number of impressions
- Lots and lots of positive sentiment