Lost Highway Films’ Todd Bellanca Hangs Jersey Tough for NJ’s “Stronger Than The Storm” TV Campaign
“Stronger Than The Storm” is director Todd Bellanca’s current entry in the tourism advertising arena. Playing in heavy rotation like an infectious top 10 single, the spot publicizes that the New Jersey coastline is once again open for business. The catchy mnemonic was artistically penned by the creative team of CD Ken Musto and ACD Donald Stagaard from New Jersey’s Brushfire Advertising. Bolstered by a rocking, fresh soundtrack, the commercial boasts boardwalk pastels, sweeping seashore aerials, majestic lighthouses, buzzing beachcombers, sandy shores, and Governor Chris Christie infusing his brand of optimism in an uplifting tribute to the resilience and vitality of the state of New Jersey.
“When I first starting talking with Ken and Don,” Bellanca muses, ” the idea was to approach the campaign like a summer blockbuster– as if it was feature film that would be cut into many trailers and teasers– each episode would pick up with different characters seeing or passing along the message in new and dynamic ways. The message would start in a grass roots style with a Deli owner hearing the words and then scrawling it on a menu board which is observed by a passing Surfer and so on.”
“Stronger Than The Storm” was shot in early May across newly re-built boardwalks all along the shore. Brushfire, based in Cedar Knolls, worked closely with Bellanca in developing these revitalizing concepts that have been getting tremendous support by both local media and President Barack Obama who quoted the tagline in his recent visit to the invigorated state.
“We always expected to create a big picture storyline projecting an epic or anthem like impression to the viewing public, “Bellanca adds. “It was fascinating to watch while being a part of something so inspirational. Everyone felt an overwhelming sense of pride.
The Belmar boardwalk was destroyed during the storm, and to have it now re-built and ready for the summer season is a testimony to citizens and business owners being, as Gov. Christie proudly stated, “Jersey-tough”. The creative effort has captured the renewed enthusiasm and spirit of this beach side town, communicating to potential visitors that the Jersey Shore remains the East Coast summer destination.
Overall, the New Jersey Shore suffered the most severe damage from Hurricane Sandy. Governer Chris Christie said of the devastation “[it] is probably going to be the worst we’ve ever seen.” In the face of unimaginable hardship, New Jersey citizens have rebuilt their communities and businesses over the past 8 months, and the “Stronger Than The Storm” campaign makes it loud and clear that the state and it’s seaside summer hot spots are open for business.
Robert Hilton, executive director of the Jersey Shore Convention & Visitors Bureau, said he hopes the campaign “invites people to come back to the Jersey Shore and make new memories.” He continued to explain that New Jersey “has a message and it’s strong, and people will see that we’re open for business after Sandy.”
The ads will appear in New Jersey, New York, and Pennsylvania, as well as in Baltimore, Washington and eastern Canada. View the spot at www.losthighwayfilms.com.
Lost Highway Films is a television & film production company specializing in Commercials, Digital Content, VFX, Promos, Animation, Documentary, and Long Format. LHF understands client’s goals creatively and can provide amazing production value and support. Director Todd Bellanca rounds out the LHF roster comprised of Robin Hays, Amy Demas, Eddy Chu, Michael Patterson, Peter Rabot and Mat Fuller. For further information contact LHF call 212.242.7400, e-mail: info@losthighwayfilms.com or visit o
