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Sasha Levinson Directs Female Power Video For Boomchickapop, boatBurner


Robert Goldrich
Thursday, May. 4, 2017


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This “Crush it” anthem video for popcorn brand Angie’s Boomchickapop features real women who inspire others. They include a formerly homeless woman who is now a singer/songwriter, a mom of 2-year-old triplets whose husband is serving overseas, and a double amputee who became the first to complete a full marathon. 

Sasha Levinson of Humble directed this short as well as spots that showcase 100 percent female power from St. Paul, Minnesota-based ad agency boatBurner.

Levinson said, “So many different types of women came into casting but they all shared a common theme--that in order to crush it they had to first crush negative self talk.”

Doug Mickschl, creative director at boatBurner, said, “Since the very beginning, [Boomchickapop] founders Angie and Dan Bastian have crushed it. Their story was the north star of this campaign--real, nothing fake.” He noted that the campaign “features real stories of real women who crush it, and was captured by an all-female crew led by Humble and director Sasha Levinson.”


Client Angie’s Boomchickapop Agency boatBurner, St. Paul, Minnesota Chris Wareham, executive creative director; Doug Mickschl, creative director; Brandon Van Liere, design director; Thomas Anderson, executive producer. Production Humble, bicoastal Sasha Levinson, director; Eric Berkowitz, president/founder; Shannon Lords, exec producer; Natalie Warkenthien, head of production; Cathy Cooper, producer. Editorial Channel Z Brett Astor, editor; Kelly Nelson, producer.

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