Mask Up America.
American Super Heroes Mask Up.
Inspired by an LA Times article: “Hey, Hollywood, We Could Use A Snappy ‘Wear The Damn Mask’ Campaign Right Now”, we wanted to help promote the idea of wearing masks and face coverings, to slow the spread of COVID-19.
We wanted to help inspire people to wear masks and to communicate that wearing a mask is the right thing to do. So we came up with the idea of using Superheroes to get the message across.
We handed the idea deck over to representatives at WarnerMedia and the following spot was produced as pro-bono by WarnerMedia Studios’ in-house creative agency 10th Street Productions.
Quota
The first in the pro bono series we did for the NBFF is a beautiful and brutal short film “Quota: Who Made the Cut” centers on two beaten-down miners in space suits dangling by ropes from a massive, alien edifice, mining for crystals. Staying on the planet promises a bleak future, and they’re in competition with one another to find a mother lode of the precious substance and earn their way back home.
Heartfelt thanks to everyone who made this possible.
Director - Jillian Martin
Executive Producer - Jim Evans
Producers - Larry Edwards, Christophe Faubert, Denny Kennedy
Editor – Erwin Fraterman
Untitled, Inc
General Manager - Larry Edwards
Head of Production - Geoff Campbell
Director of Photography - Robert Dalsey
Assistant Director - Peter Etzweiller
Art Director - Melissa Broker
Writers – Jillian Martin, Robert Dalsey
Camera Operator - David Brickley
Data Manager - Jordan Evans
Wardrobe - Jen Eagen
Wardrobe / Makeup - Elizabeth Meredith
Wardrobe Assistant - CiCi HoggardEffects - Zack Edwards
Drone Pilot - Collin Burgess
Riggers - Joe Makouske, Jonathen Zambella Spencer McBride, Ben Corso
Production Assistants - Lauren Gagnon, Sam Berry, Tyler Ryan
Talent - Nate Scholz, Aion Boyd
Site Representative / Still Photography - Kyle Voles
Special Thanks to Phedon Papamichael
jumP Editorial
Executive Producer – Betsy Beale
Flame Artist – Thom Reimerink
Assistant Editor – Michael Wolfe
Assistant Editor – Kristin Yawata
Method Studios
Lead Flame Artist - Emily Irvine
Flame Artist - Louis Schachte
Senior Producer - Julia Paskert
Art Director - Norris Houk
Motion Graphics Artist - Orey Spear
Head of Production - Ananda Reavis
Executive Producer - Cara Lehr
Company 3
Senior Colorist - Stefan Sonnenfeld
Senior Colorist – Stephen Nakamura
Executive Producer - Ashley McKim
Senior Producer - Katie Andrews
Juice Studios
Mixer - Scott Burns
Producer - Vanessa Carey
Executive Producer - Dawn Redmann
Yessian Music & Sound Design
Creative Director / Composer – Andy Grush
Sound Designers – Jeff Dittenber, Mike Baluha
Executive Producer – David Gold
Senior Producer – Katie Overcash
Music Supervisor – Lars Makie
Head of Production / Partner – Michael Yessian
CCO / Partner – Brian Yessian
Casting: Face In The Crowd Casting
Casting Director - Maryclaire Sweeters
The Garage Team Mazda
Chief Executive Officer - Michael Buttlar
Chief Creative Officer – Erich Funke
SVP Creative Director – Melissa Webber
ACD / Art Director – Zak Masaki
Writers – Jason Tucker / Melissa Webber / Jillian Martin
Senior Producer – Jeff Perino
Management Supervisor, Account – Cory Sampson
Account Coordinator – Brooke Hawley
The Power of Ideas
The Newport Beach Film Festival (NBFF) is a non-profit organization on a 20+ year mission to bring the best in international and independent film to Orange County.
Celebrated as a leading lifestyle film festival in the United States, NBFF attracts film entrants from 56 countries around the world. Nearly 60,000 film and food fans to view over 100 feature films, 30 short film programs, and dozens of public and private events featuring more than 60 culinary partners serving up their finest.
NBFF Celebrates the Power of Ideas
In this pro bono festival trailer - featured on ADWEEK - we see two divorcees completely lost in their own pattern of conflict and as a result their young son retreats into his imagination with his toys as props.
A jarring series of events quickly unfolds in the outside world -- all seemingly triggered (albeit unknowingly) by the boy's imagination.
Per director, Johan Stahl: “By grounding the story in an easily relatable reality -- a classic divorce scenario with familiar tropes and gender roles -- it sets the viewer up to quickly see the disparity between the parents’ world and the boy's world, and ultimately, express central themes around imagination, cinematic storytelling, and the theme of this year's Newport Beach Film Festival: ‘The Power of Ideas.’”
“Longevity requires reinventing yourself or inventing the future.”
—Satya Nadella
Swagger Wagon
“…I’d rather have my tubes tied than drive a minivan…”
-Soccer Mom
Minivans are Typically designed for children - safe and boring.
Toyotas Minivans were designed by a race car designer to be all about the driver’s experience. We realized we needed to turn the typical selfless parent mindset on its head.
No Super Bowl.
No TV.
No giant campaign.
We launched with a YouTube Banner…
One of the most unexpected product demos in history:
Launching a Minivan under the guise of an urban music video.
…and the results were astounding.
Two days after posting,
"Swagger Wagon” averaged 115 Tweets per hour.
22+ Million UNIQUE Youtube views
-YouTube
10 most viewed videos in 10 years
-YouTube
Third most shared viral video of all time, Facebook, Twitter, blogs
-Unruly Media’s Viral Video - June 3, 2010
#1 - CNN Viral Video
- CNN Viral Video Chart
#2 - AdAge Viral Video Chart
-AdAge Viral Video Chart
Voted #22 of 31 “Top Videos of 2010“
-YouTube
EFFIE Effectiveness Awards Winner
“… a cultural phenomenon…”
The Swagger Wagon Music Video:
Dozens of TV and News channels worldwide covered it, creating over 150 unpaid broadcast segments and articles
Voted “Best Social Media case study” in S&S global network
PIMP YOUR RIDE
We manufactured industry grade, adhesive backed, chromed decals and gave them away on our social media channels.
8 years after launch, we were still getting requests for them
Using our social channels, Youtube Sienna site platform and Google Moderator we directed questions from fans and subscribers to our Sienna couple, then filmed and posted their answers.
We also used these channels to update fans and subscribers about changes and news in the Sienna family. Example: when we dropped new singles we alerted fans in our various channels:
Hot new tracks
Custom Ring Tones
We created custom, downloadable ring tones for fans and subscribers, and left real voicemail messages on mobile numbers we dropped into the campaign.
All good in the Parenthood
Using the same channels we got fans and subscribers to vote on and choose the next music tracks to get posted. A few examples:
Pimped for parents
We worked closely with the Toyota product team and custom vehicle manufacturers, B.A.D. Company to design and create the stretch minivan.
The Toyota Sienna Swagger Wagon Supreme shown below.
It launched at SEMA, the biggest custom and accessory auto show in the world.
We used a fan question via Google Moderator to set it up (our lead actress was actually pregnant at the time - more about that in the Sienna Family tab):