Welcome to The Drum's US Creative Works. Dedicated to showing the best creative work in North and South America, we give our readers the chance to decide which work features as our 'Creative Work of the Week'.
Scroll through the latest work and see what stands out. For project information, creative credits and more, click on the project to expand to full screen and click on the stars to vote.
To submit work for our US Creative Works section, fill out this online form.
The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, March 14.
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Duncan Channon: DriveTime 'Almost a Genius'
Agency: Duncan Channon
Client: DriveTime
Date: March 2018
A new brand positioning and creative by Duncan Channon for auto retailer DriveTime has fun with the idea that buying a car can make even the smartest among us feel stupid.
National TV spots in DriveTime’s new $50M+ campaign playfully showcase two fictional brainiacs: marine biologist Dakota Isaacs and mathematician Gunter Zoolof, who claim remarkable academic and scientific achievements, yet fail to be true geniuses because they don’t outsmart the notoriously unpleasant car buying process using DriveTime.
The 'Almost a Genius' campaign is part of a larger strategic pivot for DriveTime, the country’s second largest used vehicle retailer focused exclusively on used vehicle sales, to introduce the brand to new customer segments with near prime and prime credit. The pivot includes changes in DriveTime’s online and retail experiences.
Credits:
Client: DriveTime
Scott Worthington – Vice President, Retail & Marketing
Patrick Littler – Managing Director, Analytics
Courtney Edwards – Creative Manager
Agency: Duncan Channon
Anne Elisco-Lemme - Creative Director
Parker Channon - Creative Director
Marty Bonacorso - Copywriter
MJ Deery - Copywriter
Melissa Ploysophon - Art Director
Keenan Hemje - Broadcast Producer
Nick Gustafson - Account Supervisor
Allan Johnson - Strategy Director
Production: MJZ
David Zander - President
Eriks Krumins - Senior Executive Producer
Mia Dahlman - Production Manager
The Perlorian Brothers - Director
Manel Ruiz (independent) - Director of Photography
Marc Guspie (independent) - First Assistant Director
Editorial: Hutch Co.
Jim Hutchins - Editor
Patrick O’leary - Assistant Editor
Jane Hutchins - Executive Producer
VFX, color, finish: Freefolk
Fi Kilroe - Executive Producer
Celia Williams - US Executive Producer
Charles Gillett - UK Producer
Charlotte Raffi-Lippai - US Producer
Jason Watts - Creative Director
Paul Harrison - Colorist
Paul Wilmot - Flame
Andy Copping - Flame
Suzanne Dyer - Flame US
Robert Sheridan - Nuke
Liam Barlow - Nuke
Keagan Harris - Nuke
Harin Hirani - Lead CG
Ed Sherwood - CG Animator
Jared Embley - CG Rigger
Artur Drozdowicz - CG look dev
Chris Wright - CG look dev
Animation: Los York
Melina Osornio - Head of Production
Santino Sladivic - Executive Producer
Shane Griffin - Creative Director
Ryan Lowrie - Producer
Mike Tello - Designer
Kris Szumowski - Animator
Sound Design: One Union Studios
Eben Carr - Audio Engineer
Ruby Biloskirka-Conley - Producer
Music: Songs for Film & TV
Silas Hite - Composer
Scott Worthington – Vice President, Retail & Marketing
Patrick Littler – Managing Director, Analytics
Courtney Edwards – Creative Manager
Agency: Duncan Channon
Anne Elisco-Lemme - Creative Director
Parker Channon - Creative Director
Marty Bonacorso - Copywriter
MJ Deery - Copywriter
Melissa Ploysophon - Art Director
Keenan Hemje - Broadcast Producer
Nick Gustafson - Account Supervisor
Allan Johnson - Strategy Director
Production: MJZ
David Zander - President
Eriks Krumins - Senior Executive Producer
Mia Dahlman - Production Manager
The Perlorian Brothers - Director
Manel Ruiz (independent) - Director of Photography
Marc Guspie (independent) - First Assistant Director
Editorial: Hutch Co.
Jim Hutchins - Editor
Patrick O’leary - Assistant Editor
Jane Hutchins - Executive Producer
VFX, color, finish: Freefolk
Fi Kilroe - Executive Producer
Celia Williams - US Executive Producer
Charles Gillett - UK Producer
Charlotte Raffi-Lippai - US Producer
Jason Watts - Creative Director
Paul Harrison - Colorist
Paul Wilmot - Flame
Andy Copping - Flame
Suzanne Dyer - Flame US
Robert Sheridan - Nuke
Liam Barlow - Nuke
Keagan Harris - Nuke
Harin Hirani - Lead CG
Ed Sherwood - CG Animator
Jared Embley - CG Rigger
Artur Drozdowicz - CG look dev
Chris Wright - CG look dev
Animation: Los York
Melina Osornio - Head of Production
Santino Sladivic - Executive Producer
Shane Griffin - Creative Director
Ryan Lowrie - Producer
Mike Tello - Designer
Kris Szumowski - Animator
Sound Design: One Union Studios
Eben Carr - Audio Engineer
Ruby Biloskirka-Conley - Producer
Music: Songs for Film & TV
Silas Hite - Composer
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MullenLowe: Century 21 'Don't Settle'
Agency: MullenLowe
Client: Century 21
Date: March 2018
Century 21 Real Estate has unveiled a rebranding campaign that represents a complete overhaul and one that aims to combat complacency and mediocrity in the real estate industry.
The new brand was developed around the disconnect between the investment people make in buying or selling a home and the perceived value they receive from finding the right real estate agent who fits their needs.
A new branding spot by MullenLowe humorously uncovers the frustrations people have with real estate agents. In the 60-second spot, ‘Don’t Settle for Average (Unless You’re in the Market for It)’, a young boy boasts about the fantastic characteristics of his home – the open concept kitchen, the “masterpiece” master bath, man cave and even the neighbors – until we get to the end and realize the kid doesn’t actually live there. “Because the real estate agent never showed us this place,” he says as he runs out of the house after being found out.
The spot is airing as part of an integrated media partnership with ESPN. As part of the cross-platform partnership, the Century 21 brand will be sponsoring "relentless moments" in sports, creating live commercials featuring ESPN’s Kenny Mayne alongside Century 21 System members and executing digital content integrations that will be distributed across ESPN social platforms.
The campaign is launching with a new visual identity, TV, digital, social and print components, along with the media partnership with ESPN.
Credits:
Agency: MullenLowe
Client: Century 21
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JWT London: Shell 'Heroes of Houston'
Agency: JWT London
Client: Shell
Date: March 2018
JWT London and director Caswell Coggins (through Dark Energy) partnered up with Shell to seek out the ‘Heroes of Houston’, in a series of films that follow just some of the people who helped their community following the devastating impact of Hurricane Harvey.
The short documentary series was all shot on the ground in Houston, Texas. ‘Tom Ashworth’ follows the story of an unstoppable man, who despite having an incredibly challenging medical condition and having his own home flooded, shows up every day to volunteer in a food bank. He comments that ‘It’s the most rewarding thing’ he’s ever done in his life. A second film follows ‘Michael Barton’, who talks of his involvement through his local church group ‘Helping Hands’. The uplifting story is one of a community mobilized to support one another, in a time of great need.
The concept originated with Lauren Harington and Jules Mortimer, a Creative team at JWT. ‘It was a very positive collaboration with the agency. This was their vision and we all wanted to honor the stories of these selfless individuals’ notes the director, before adding ‘it was also important to me that style and technique were applied, that the films didn’t have a run and gun documentary style, but instead that they had a very considered feel, creating the space for them to be engaging films that would honor their stories.’
The heroes that were identified in the films were put forward by local charities, which were working within the community to get everyone back on their feet.
The uplifting films were launched on YouTube, alongside the hashtag #makethefuture.
Credits:
Creative Agency: Pace @ JWT London
Creative: Lauren Harrington / Jules Mortimore
TV Producer: Rachel Moss
Film Production: Pace @ JWT London
Director: Caswell Coggins (through Dark Energy)
Producer: Andy Welch
Cinematography: Aaron Phillips
Editor: Peter Croker
Colourist: Mark Horrobin @ Smoke & Mirrors
Audio Mix: Matt Brace @ Lucky Cat
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PB&: Visit Seattle 'Dear Seattle Dreamcatcher'
Agency: PB&
Client: Visit Seattle
Date: March 2018
Visit Seattle is continuing to forge new ground with their strategy of using entertainment-based content to share the deep and textured story of Seattle. The brand, in partnership with Film Independent and IFC has unveiled Dreamcatcher created by SeattleStory Award winner Matty Brown.
The film celebrates the kaleidoscope of textures and experiences that have shaped one woman’s life and memories in the Emerald City and is a reflection of where Brown himself became who is he is as a person and artist. This film is a love letter to his story and so many others.
It is online at VisitSeattle.tv later today and was introduced through a teaser segment during the live broadcast of the Film Independent Spirit Awards.
Visit Seattle wanted to take their drive to create entertainment-based content into another entertainment-centric environment that also reflected the spirit of the city: the Independent Spirit Awards. Rather than just ‘sponsor’ this event, we created the Seattle Story Award that is awarded to a filmmaker that embodies the Seattle spirit. On January 6, this Award was presented to Matty Brown at the ISA Nominee Brunch on January 6 in LA.
Matty’s film complements Visit Seattle’s branded content series Dear Seattle, produced in collaboration with SundanceTV and IFC and includes #LoveLettersToSeattle from filmmakers such as Dave Grohl, Megan Griffiths, Josh Taft and JJ Augustavo.
The integrated program with IFC and Film Independent, including the development of the Seattle Story Award was driven by marketing partner PB&.
Credits:
Agency: PB&
Client: Visit Seattle
Director: Matty Brown
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Jack Morton: Belvedere vodka 'FemtheFuture'
Agency: Jack Morton
Client: Belvedere vodka
Date: March 2018
Belvedere Vodka just launched a two-year collaborative partnership with award winning musician Janelle Monáe to bring to life powerful co-created content and one-of-a-kind experiences.
A star-studded group of talent across film, music and the arts assembled on March 2 in Los Angeles for a special Fem the Future (FTF) brunch, the first in a series of experiences created by Jack Morton. The events gather influential speakers and guests to advance awareness, inclusion and opportunities for women and those who identify as women, supporting Monae’s grassroots initiative.
As part of the campaign the brand also premiered a new digital content series titled A Beautiful Future - a series short films directed and produced by three talented women filmmakers inspired by the question “What does a beautiful future look like to you?”
Credits:
Jack Morton NY - Experiential Marketing
DKC Global - Public Relations
DKC Global - Public Relations
Belvedere Vodka
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