Female director Ramaa Mosley of Los Angeles-based Trio Films helms a darkly effective five-spot campaign for LoJack theft recovery systems out of VIA Group, Portland, ME. The five :15s, “Upside Down,” “Stuck Here,” “Daylight,” “Not Here” and “Something Better,” are shot in a confessional, documentary style and feature everyday people relaying their unguarded emotional reactions, post carjacking. Director Mosley and VIA Group Chief Creative Greg Smith closely collaborated on this first-ever TV campaign for the vehicle/theft recovery system.
To view “Upside Down,” go to: http://www.triofilms.com/LOJACK/Lojack-UpsideDown.mov
To view “Stuck Here,” go to: http://www.triofilms.com/LOJACK/Lojack-StuckOutHere.mov
“Upside Down” opens on a pensive man in a minivan. A brooding piano score sets a somber tone as the camera pans to an empty child seat and toys on the minivan floor. “First thing I thought was how upside down I was on my car loan. I’d still be making payments on a car I didn’t have!” ruminates the dad. The scene cuts to a man in a business suit standing at the base of the minivan’s driveway, who informs us, “Lucky for Ron he had LoJack. His car was returned.” The logo and tag, “Get It Back With LoJack,” appear as the suited man concludes, “LoJack. The most successful theft recovery system on earth.”
In “Stuck Here,” the scene opens on a couple on a motorcycle in a shadowy forest. “It was terrifying,” admits a gruff biker. His wife adds, “The bike had just vanished and we were stuck out here.” The camera shifts to the surrounding woods that look straight out of a horror film. The LoJack spokesman emerges from the darkness and reassures us, “Their bike was recovered thanks to LoJack. The only vehicle recovery system used by police.” The LoJack logo and tag conclude the spot.
The campaign’s additional three :15s (“Something Better,” “Daylight'” and “Not Here”) employ similar creative elements with more stories of vehicular theft.
ABOUT TRIO FILMS
Trio Films recently completed its sixth year. Founded by EPs Taylor Ferguson and Erin Tauscher, the women-owned production company may be a boutique shop, yet offers a versatile roster capable of executing the largest creative endeavors. Trio directors span all genres – from comedy to cars, visual style to storytelling. With experience in spots, interactive and integrated campaigns, Trio’s reel is sexy, playful and eye-catching.
Credits:
Client: LoJack
Titles: 5 x :15, “Upside Down,” “Stuck Here,” “Daylight,” “Not Here,” “Something Better”
Where Shot: Miami, Florida
Airdate: April 7th, 2008
Production Company: Trio Films, Los Angeles, CA
Director: Ramaa Mosley
DP: Manuel Ruiz
Line Producer: James Graves
Exec Producers: Taylor Ferguson, Erin Tauscher
Advertising Agency: VIA Group, Portland, ME
Chief Creative Officer: Greg Smith
Associate Creative Director: Ian Dunn
Art Director: Patrick Sperry
Agency Producer: Mary Hanifin
Editorial/Post Production Company: PS260, NY
Editor: J.J. Lask
Assistant Editor: Jason Lucas
Editorial Producer: Mitch Stockwell
Telecine Company: Company 3, NY
Colorist: Victor Mulholland
Sound Design Company/Sound Designer: Henry Lopez Sr.
