This holiday spot, “Gift Box,” follows a girl whose imagination is sparked by a simple FedEx box, turning her Xmas morning into a magical experience.
Noam Murro of Biscuit directed this FedEx spot for BBDO New York, capturing the emotional side of package delivery by illustrating how it’s not about the packages or pallets but rather whit it means and does for people. “Gift Box” builds on the FedEx campaign “What we deliver by delivering” brand platform that was introduced last year.
Client FedEx Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Greg Ketchum, Tom Godici, EVPs/executive creative directors; Greg Gerstner, SVP, sr. creative director; Banks Noel, Fred Covey VPs, creative directors; Eric Goldstein, VP, sr. creative director; Natalie Taylor, project manager; David Rolfe, EVP, director of integrated production; Alex Gianni, VP, group executive producer; Melanie Cornish, sr. producer; Melissa Chester, executive music producer. Production Biscuit Noam Murro, director; Shawn Lacy, partner/managing director; Jeff McDougal, exec producer; Rachel Glaub, Mercedes Allen-Sarria, heads of production; Jay Veal, unit production manager; Jen Berry, production supervisor; Rodrigo Prieto, DP; Brock Houghton, production designer. Editorial Work Editorial Rich Orrick, editor; Erica Thompson, exec producer; Chris Delarenal, producer; Audrey Weiner, cutting assistant. Telecine Color Collective Alex Bickel, telecine artist; Claudia Guevara, producer. VFX/Conform/Finishing Blacksmith Eliza Randall, VFX supervisor; Jamie Scott, 2D lead/compositor; Jacob Coy, Meggen Burdick, Jacob Slutsky, Yebin Ahn, compositors; Olivier Varteressian, Tuna Unalan, Rick Walia, Vitaliy Burov, CG artists; Charlotte Arnold, exec producer; Tina Chen, VFX producer. Music Beacon Street Studios, Venice, Calif. Andrew Feltenstein, John Nau, composers; Leslie DiLullo, producer. Audio Post Sound Lounge, New York Tom Jucarone, Peter Holcomb, engineers; Becca Falborn, producer.
Apple’s holiday ad--“Heartstrings,” launched ahead of International Day of Persons with Disabilities--introduces us to a father with mild-moderate hearing loss. But thanks to the clinical grade Hearing Aid feature on AirPods Pro 2, he can now hear his daughter playing the Crosby, Stills, Nash & Young classic “Our House” on her new guitar, just unwrapped on Christmas morning. The breakthrough ability to hear clearly is all the more impactful in that it comes after we journey with the dad down memory lane as he recalls his daughter’s first guitar, her birthday, her first day of school--though the sound of his flashbacks is muffled. But once he activates the Hearing Aid feature, dad can properly hear his daughter in the present--and with that even the memories can be heard clearly. “Heartstrings” was directed by Henry-Alex Rubin of production house SMUGGLER for TBWAMedia Arts Lab Los Angeles, with sound design by three-time Oscar winner Paul N.J. Ottoson who helps us experience the father’s hearing loss and then its restoration. (Ottoson won two Oscars for The Hurt Locker--for best sound mixing and best sound mixing--and another for best sound editing for Zero Dark Thirty.) Read More
