NY-based Translation LLC and Cut + Run editor TG Herrington team up with Sonic Union mixer Michael Marinelli to impact high school kids to stay in school with Lebron James in the affecting :30 PSA “Wake Up” for State Farm Insurance. The spot, directed by Radical Media’s Dave Meyers, features a teenage boy’s nightmare of how his life might turn out if he drops out of school.
SPW Credits
Client: State Farm Insurance; Title: “Wake Up” :30; Agency: Translation LLC, New York; Creative Director: Seth Jacobs; Copywriter: Jamie Cohen; Art Director: Adrian Saker; Producer: Brian Schierman. Production Company: Radical Media, Santa Monica, CA; Director: Dave Meyers
DP: Eric Treml; Executive Producers: Frank Scherma, Jim Bouvet; Line Producer: Scott Cunningham. Editorial: Cut + Run, New York; Editor: TG Herrington; Assistant Editor: Sarah Harvey; Composite/Conform: Joseph Grosso; Editorial EP: Rana Martin; Editorial Producer: Ashley Carrier. Telecine: Company3, Santa Monica, CA; Colorist: Dave Hussey. VFX: BAKED FX, Los Angeles; VFX Supervisor: George A Loucas; VFX Coordinator: Jessie Mizrahi; VFX Compositors: Kyle Belko, Evan Ghigliotty, Nick Hamer, Ryan Egan, Nick Onstad. Titles: Dress Code, New York; Partners: Andre Andreev, G. Dan Convert. Audio Post: Sonic Union, New York; Engineer: Michael Marinelli; Producer: Justine Cortale. Music: Duotone Audio Group, New York; Composer: Jack Livesey; Sound Designer: Brian Emrich.
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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