Scales focuses on the Special K Challenge and stresses the tagline, “What Will You Gain When You Lose?” With the ultimate goal of changing the conversation on weight loss, Scales aims to inspire women to participate by using visuals of women celebrating after seeing their results on the scale. The spot opens with shots of individual pairs of feet nervously preparing to step onto their respective scales before hesitantly doing so. As the numbers waver on the scale, they settle on, not a number, but positive, uplifting words such as “joy.” “drive,” “pride” and “laughter.”T he faces of the women then appear for the first time as they excitedly rejoice after receiving inspiration.
SPW Credits
Title: Scales; Client: Special K; Agency: Leo Burnett. Creative Director, Mylene Pollock. Executive Producer, Tony Wallace. Senior Art Director, Katy Walker. Senior Copywriter, Julie Karnes. Editorial: The Colonie. Editor, Brian Sepanik. Assistant Editor, Lauren Malis. Production: HSI. Director, Diane Martel. Producer, John Winter. VFX/Finish, Tom Dernulc. Color: Nolo Digital. Mike Matusek. Audio: Particle. Katy Mindeman. Graphics: Brand New School.
Dutch Boy Paints’ “Works Hard For You”
Explore Media was chosen by Britton Marketing to produce a Professional Series advertising campaign. This 2024-2025 campaign, titled “Works Hard For You”, led by Chicago-based director Jeremy Pinckert, was cast and filmed in the Atlanta, Georgia region and features outdoor home improvement shots. Viewers can view the commercials in the fifteen-state region where Menards’ stores are located. Read More
MySHOOT Profiles
Add A Comment