A dazzling chorus line and holiday cheer shine in a dynamic, two-spot campaign for UGG created by Timber for renowned advertising agency M&C SAATCHI LA. Classic boots are the new soft shoe in this festive dance-driven spectacular. Working closely with the agency creative team, Timber artfully designed and directed the holiday campaign with the visual flair of synchronized dancers against a sparkling winter white environment. Timber began the process with traditional pencil boards to develop the foundation for the campaign’s bombastic, kinetic action. The drawn movements were translated into the vocabulary of dance by choreographer Becca Sweitzer, who was integral in casting the spots’ performers. To create the illusion of an expansive chorus line of dancers, Timber used long lensing and sweeping camera movement to selectively frame the action and provide further dynamics to each dance-driven story.
SPW Credits
Agency M&C SAATCHI LA
ECD was James Bray
Creative Director: Ron Tapia
Copywriter: Emily Ozan
Art Director: Melissa Riggs
Producer: Jennifer Weinberg
Account Director: Rebecca Weaving
Production Co: Timber
Creative Directors: Kevin Lau & Jonah Hall
Executive Producer: Chris Webb
Head of Production: Michael Theurer
Editor: Harvey White
Lead Flame: Chris DeCristo
Lead Compositor: Nicholas Hiegel
Compositors: Julie Jang, Daniel Raschko, Brian Begun, Krystal Chinn, Eric Almeras, Josh Bolin
CG Animator: Eric Pender
Choreographer: Becca Sweitzer
Don’t Go There on an Airplane! Explore, Director Jeremy Pinckert, and Go RVing Release “Airplane Problems” Commercial Spot
Explore, director Jeremy Pinckert and Go RVing did not need to go far to gain inspiration for their latest commercial production. "Airplane Problems" 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. Explore used their direct to brand process that allows them to come alongside internal agencies and provide elevated levels of production. The adaptation from audio ads to live-action spots involved re-writing lines and adding a few iconic scenes from Pinckert’s ideas to provide anchor moments for the ads. For the airplane creative, a notable line change now would have a little girl say, "Daddy has my charger"; added elements include an unruly seat partner who sits right in the middle of the family and proceeds to eat messy food; and a scene showing the missing Dad in the middle seat of a row in the back of the plane.
Explore and director Jeremy Pinckert also added a visual hook to the ending of the spot not in the audio-only ads, leaning on his own experiences traveling with his family. He found his hands were always full, clutching boarding passes, carry-on bags, his phone, headphones, 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 they almost curse in front of their family. The Go RVing voice of reason cuts off the curse with a timely, "Don't Go There!" line, before a tagline comes in to say, "Go RVing." This works for an audio-only script, but for the live-action digital commercials, Pinckert knew the production would need a moment, a beat, a transition shot to bridge between the curse and when viewers see a pleasing shot of an RV family in a beautiful... Read More
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