Told through a series of moments in one girl’s life and edited by Union's Daniel Luna, “Beautiful Girl” chronicles the formative years of a dancer named Emma. The :30 narrative is propelled by Luna’s speed warping, dissolves and match cuts, which carry us through Emma’s debut onesie to childhood dance parties, recitals, cheerleading, community theatre and college productions, her life as a professional performer and – ultimately – as the owner of a dance studio. Each event is represented by a piece of custom clothing, among other defining touches; the closing moment features a grown Emma and her dance students wearing studio tees made by CustomInk.
SPW Credits
Client: CustomInk
Spot Title(s): “Beautiful Girl”, “Circle of Life”, “Entrepreneur”
First Airdate: April 4, 2016
Agency: Supermoon / Santa Monica, CA
President/Managing Partner: Amir Haque
Executive Creative Director/Partner: David DeRoma
Creative Director/Copywriter: David Blacker
Creative Director/Art Director: Harold Valderama
Senior Producer: Annie Uzdavinis
Production Company: Need Production Services / Santa Monica, CA
Director: Thibault Debaveye
Executive Producer: Johnny Parker
Line Producer: Stan Sawicki
DP: Nicole Whitaker
Editorial Company: Union Editorial / LA, CA
Editor: Daniel Luna
President/Managing Director: Michael Raimondi
Executive Producer: Lisa Johnson
Asst. Editor: Ryan Khoury
Finishing Company: Resolution, LA
Colorist: Renee Tymn
Flame Artists: Evan Guidera
Executive Producer: Logan Aries
Music Company: Peligro Music / LA, CA
Creative Director/Composer: Greg Kuehn
Sound Design & Mixing Company: Lime Studios / Santa Monica, CA
Audio Mixer: Mark Meyuhas
Executive Audio Producer: Susie Boyajan
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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