In “Recover + Rise” campaign from Erich & Kallman Boutique, essential workers talk about resilience in the face of the pandemic.
Caruso Company director Doug Walker captured moving portraits for five “essential” workers for a new media campaign on behalf of Stephen Curry’s OXIGEN Water. Conceived by Erich & Kallman, the short films feature a teacher, nurse, flight attendant, journalist and transit worker, each describing their real-life experiences as frontline workers in the face of covid-19.
Rosemary, the flight attendant, describes the good that has come from the current challenges, despite having lost her father, a former FBI employee and 10-year cancer survivor, to the virus. “Everything that’s happening to you, for good or bad, is changing you,” she says. “I think it’s important to focus on changing for the better.” The campaign theme is “Recover + Rise.”
Walker and the agency’s creative team interviewed scores of frontline workers all sharing their heroic accounts. “Each one had a great story to tell about loss and gain,” says Walker. “For me it was about connecting with each one, listening, letting it happen and not forcing things.”
Walker shot the five pieces while observing COVID-19 health and safety guidelines. That meant working with a minimal crew, conducting health screenings and adhering to social distancing standards. Erich & Kallman’s team observed the shoots via video conferencing. Some normal pre-production work was avoided. “Usually we’d scout locations, but in this case, we shot the subjects in their natural environments,” Walker explains. “The results were more authentic and beautiful. We shot them in places where they felt comfortable.”
James, the transit worker, is a former Marine who talks about the changes the pandemic has made in his routine as a bus driver. “We started with him getting up in the morning, moving through his kitchen and making coffee,” recalls Walker. “He shaves. He feeds his dogs. He places a pin on his uniform, allowing the camera to find the details in his life that are obviously very important to him.”
Additionally, Walker shot an extension of the campaign scheduled for release in late September featuring OXIGEN owner Stephen Curry.
Caruso Company can be reached at (415) 601-0011 or visit www.carusocompany.tv
media
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More