AKA’s FIDDLER spot “Tradition” earned a Silver Award, the competition’s highest honor, in the category Entertainment. It also picked up Bronze Awards for Directing and Cinematography. The agency’s spot “Selling Out” for AMERICAN PSYCHO won four Bronze Awards for Entertainment, Directing, Editing and Graphics. Both spots were directed by AKA NYC’s directing team Jamaal+Bashan.
SPW Credits
Title: Tradition
Client: Fiddler Broadway LLC
Advertiser: Fiddler on the Roof
Agency: AKA NYC.
Jamaal+Bashan Directors; Elizabeth Furze and Scott Moore, Managing Partners; Bashan Aquart, Executive Creative Director; Jamaal Parham, Content Director; Melissa Marano, Account Manager; Jackie Lavanway, Client Service Representative; Adam Coffia, Content Executive Producer; Lauren Guenther, Copywriter.
Production: Very Rare Productions.
Monique Perreault, Producer; Phillip Holland, Cinematographer; Bobby Cruz, 1st AD; Grey Lawrence, 2nd AC; Mark Smith, 1st AC; Hofesh Schecter, Choreography; Catherine Zuber and Ameila Haywood, Wardrobe; Tom Watson and Natalie Errthhum, Hair and Makeup; Kaream Appleton, Production Coordinator.
Editor: Stephen Mlinarcik
Post: The Mill.
Michael Rossiter, Colorist.
Sound: PLUSH
Michael Lesveque, Mixer.
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Title: Selling Out
Client: American Psycho on Broadway
Advertiser: American Psycho
Agency: AKA NYC. Elizabeth Furze and Scott Moore, Managing Partners; Jamaal Parham, Content Director; Bashan Aquart, Executive Creative Director; Adam Coffia, Content Executive Producer; Jodie Tipple, Production Coordinator; Roman Micevic, Motion Graphics Director; Stephen Mlinarcik, Senior Editor; Melissa Marano, Client Services Group Director; Jacob Matsumiya, Account Manager; Sean Fry, Client Service Representative.
Production : All Good Things.
Jamaal+Bashan, Directors; Michael Townley, Cinematographer; Matthew Bonuso, Assistant Director; Blake Steigerwald, Assistant Cinematographer; Casey Levine, Producer; Nasrin Jean-Baptiste, Wardrobe; Gregg Hubbard, Groomer.
Post: The Mill. Michael Rossiter, Colorist.
Audio: PLUSH Studios.
Michael Levesque, Sound Mixer.
Go RVing, Explore Commercial Productions and Director Jeremy Pinckert Don’t Want You to Go There in a Hotel!
"Hotel Hassle" directed by Jeremy Pinckert.
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
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"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
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