In lieu of its traditional holiday gift giving, Ditch Edit in Minneapolis opted to support a local school, Maxfield Elementary, through a program called Adopt-A-Classroom. The charity provides teachers with funding for their students. Many of these teachers spend their own money to buy supplies for their students. And while many teachers will continue to dip into their own pockets, Adopt-A-Classroom at least helps them in terms of providing some much needed resources. At Maxfield, many of the students are disadvantaged, with 95 percent of them living at or below the poverty level. Many of the students have experienced homelessness at one time or another.
This video produced by Ditch Edit introduces us to Maxfield Elementary and the Adopt-A-Classroom program.
Credits
Client Adopt-A-Classroom Production Maya Khaira, director; Leah Rogers, assistant director; Brody Howard, Eric Brusven, executive producers; Conor Lawrence, producer; Jules Ameel, DP; Martin Wheeler, 2nd camera; Stephen Maturen, photographer; Tanner Chergosky, camera PA; Eve Martin, PA. Audio PJ Mack Editorial Ditch Ben Thompson, editor; Leah Rogers, sr. post producer; Jennie Elkstrand, associate post producer. Music Grey Ghost Music Audio Mix Jack&Dorothy, Inc. Lighting & Grip Tasty Lighting. Camera Equipment Cinemechanics & Micah Kvidt Productions
In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”
In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
