Creative agency Fast Machine partnered with nonprofits GetLit.org and Into-Action.us on a campaign highlighting social injustice through the power of spoken word. Fast Machine’s concept aims to create awareness, inspire action, and celebrate community. This pro-bono project was brought to life in creative partnership with production company and longtime friends at Lord Danger. In honor of National Poetry Month, “SPEAK,” calls attention to the upcoming Get Lit annual event #ClassicSlam – the largest classic youth poetry festival in the world — held on April 28th, 2018 at the Ace Theater in Los Angeles.
SPW Credits
Original Poem by: Jazmine Williams
Featuring: Jazmine Williams, Juliana Judge, Walter Finnie Jr. & Alexander Luu
Client: Get Lit – Words Unite
CEO/Executive Director: Diane Luby Lane
Agency: Fast Machine
Founder/CCO: Ido Gondelman
Director of Creative Strategy: Molly McBride
Production Company: Lord Danger
Co-Director: Mike Harris
Co-Director: Aaron Grasso
Founder/Executive Producer: Josh Shadid
Producer: Shyam S. Sengupta
Cinematographer: Aaron Grasso
Editorial: Cosmo Street
Editor: Zachary Winick
Producer: Gigi May
Executive Producer: Yvette Cobarrubias-Sears
Post Production & Graphics: Flavor
Creative Director: Jason Cook
Executive Producer: Darren Jaffe
Flame Artist: Blake Huber
Color: Apache Digital
Colorist: Steve Rodriguez
Producer: Caitlin Forrest
Executive Producer: LaRue Anderson
Mix & Sound Design: Barking Owl
Creative Director/ EP: Kelly Bayett
Mixer: Mike Franklin
Assistant Sound Designer: Eolyne Arnold
B-Roll & Drone Footage: MPC Creative LA
Executive Producer: Matt Winkel
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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