Welcome to The Drum's US Creative Works, supported by Workfront. 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'.
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The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, June 12.
Mandalay Sports Media: FIFA 'Legends Made Here'
Agency: Mandalay Sports Media
Client: FIFA
Date: May 2018
Mandalay Sports Media has produced a series of promotional spots for Fifa around World Cup 2018. The campaign will begin running in June and will air throughout the duration of the competition. The mix of 15 spots - in 60-, 30- and 15-second iterations - all feature the tagline 'Legends Made Here,' which was conceived by MSM.
The company won a global bake-off among agencies and production companies to get the campaign, which will air on Fifa's rights-holding broadcasters around the world, including Fox, FS1 and Telemundo here in the United States. FIFA asked for a campaign that could spotlight archival footage in an original way, and MSM executive producer Jon Weinbach worked with award-winning director Matt Ogens to craft a concept that mixes iconic archival material with cinematic, emotional footage of young, unknown adolescent players.
Their idea was to identify character archetypes - such as 'hero,''warrior,' and 'rebel' - and match those labels with both great archival shots from Fifa's extensive archive and kinetic, hand-held footage of a diverse group of youth soccer prospects. The campaign had to be executed very quickly, as it was greenlit in March and had to be delivered by early May. Several of the young players in the campaign play for the academy teams of Los Angeles Football Club, the successful Major League Soccer expansion franchise. .
Their idea was to identify character archetypes - such as 'hero,''warrior,' and 'rebel' - and match those labels with both great archival shots from Fifa's extensive archive and kinetic, hand-held footage of a diverse group of youth soccer prospects. The campaign had to be executed very quickly, as it was greenlit in March and had to be delivered by early May. Several of the young players in the campaign play for the academy teams of Los Angeles Football Club, the successful Major League Soccer expansion franchise. .
'Legends Made Here' is directed by Matt Ogens, who has directed numerous high profile campaigns for the likes of Ford, Mitsubishi, Dick’s Sporting Goods, and Chick Fil-A, among others. His documentary, Home+Away, premiered at the Tribeca Film Festival last month.
Dan Marks, a six-time Emmy Award winning editor, served as the campaign's editor.
Mandalay Sports Media’s Jon Weinbach produced the series. Fifa's James Reilly oversaw the project for Fifa.
Mandalay Sports Media’s Jon Weinbach produced the series. Fifa's James Reilly oversaw the project for Fifa.
Credits:
Client: Fifa
Agency: Mandalay Sports Media
Executive Producer: Jon Weinbach
Director: Matt Ogens (represented for commercials by Bullitt)
Editor: Dan Marks
Director of Photography: Billy Pena
Producer: Nathaniel Greene
Writer: Jon Weinbach
Graphics: Jeff Goelz
Associate Producer: Jonathan Vogler
Audio Post-Production: Juice Studios
Audio Producer: Dawn Redmann
Audio Mixer: Scott Burns
Color/Online: MPC LA
Color Producer: Rebecca Boorsma, Karena Ajamian
Colorist: Dimitri Rajapakse
Fifa: James Reilly
Agency: Mandalay Sports Media
Executive Producer: Jon Weinbach
Director: Matt Ogens (represented for commercials by Bullitt)
Editor: Dan Marks
Director of Photography: Billy Pena
Producer: Nathaniel Greene
Writer: Jon Weinbach
Graphics: Jeff Goelz
Associate Producer: Jonathan Vogler
Audio Post-Production: Juice Studios
Audio Producer: Dawn Redmann
Audio Mixer: Scott Burns
Color/Online: MPC LA
Color Producer: Rebecca Boorsma, Karena Ajamian
Colorist: Dimitri Rajapakse
Fifa: James Reilly
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Cossette: Ronald McDonald House Charities 'Feels Like Farther'
Agency: Cossette
Client: Ronald McDonald House Charities
Date: May 2018
When a child is seriously ill, the specialization and equipment required for their major medical treatment aren't always available locally—meaning their family must travel to a foreign city for an undetermined amount of time.
RMHBC is a charity that provides accommodation for these children and their families next door to BC Children’s Hospital. This allows the whole family to stay together during these difficult times.
This campaign illustrates the pain of being apart from your sick child, by showing how even a little distance feels much, much farther.
Credits:
Agency: Cossette
Global Chief Creative Officers: Peter Ignazi and Carlos Moreno
Executive Creative Director: Michael Milardo
Creative Director: Scott Schneider, Pierre Chan
Art Director: Grace Cho
Copywriter: Cameron Spires
Agency Producer: Sue Bell
VP, Head of Strategy: Adam Collins
Strategist: Jared Gill
Account Supervisor: Cambrea Strubin, Sarah Moore, Faye Houston
Group Account Director: Scott Barr
Global Chief Creative Officers: Peter Ignazi and Carlos Moreno
Executive Creative Director: Michael Milardo
Creative Director: Scott Schneider, Pierre Chan
Art Director: Grace Cho
Copywriter: Cameron Spires
Agency Producer: Sue Bell
VP, Head of Strategy: Adam Collins
Strategist: Jared Gill
Account Supervisor: Cambrea Strubin, Sarah Moore, Faye Houston
Group Account Director: Scott Barr
Supplier Credits:
Film Company: Common Good
Director: Jamie Webster
DOP: Bobby Shore
Line Producer: Sharon Yoo
Post Production Company: Common Good
Editor: Red Barbaza
Online Editor: Red Barbaza
Colourist: Wade Odium (Alter Ego)
VFX Supervisor: Alex Avram
Audio House: Vapor RMW
Audio House Producer: Joey Serlin
Casting Agent/ Agency: Steve Mann Casting
Original Music: Kwaiden & Universal
Media Agency: OMD
Film Company: Common Good
Director: Jamie Webster
DOP: Bobby Shore
Line Producer: Sharon Yoo
Post Production Company: Common Good
Editor: Red Barbaza
Online Editor: Red Barbaza
Colourist: Wade Odium (Alter Ego)
VFX Supervisor: Alex Avram
Audio House: Vapor RMW
Audio House Producer: Joey Serlin
Casting Agent/ Agency: Steve Mann Casting
Original Music: Kwaiden & Universal
Media Agency: OMD
Client:
VP, External Relations and Development: Shannon Kidd
Chief Executive Officer: Richard Pass
Communications Coordinator: Robyn Ives
VP, External Relations and Development: Shannon Kidd
Chief Executive Officer: Richard Pass
Communications Coordinator: Robyn Ives
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Phelps: Natrol 'Deliciously Good'
Agency: Phelps
Client: Natrol
Date: June 2018
Natrol is taking on competitors (Nature Made, One-A-Day, Nature’s Bounty) that sell gummies made with corn syrup or artificial ingredients. Natrol’s new multi-vitamin (available in varieties for men, women, children and prenatal), melatonin, and hair, skin and nails gummies are made with organic ingredients and non-GMO, with natural sweeteners and a vegetarian formulation.
The campaign is based on an insight that agency Phelps came to via research - intended consumers like gummies but wonder if they’re as healthy as they should be. So, ads emphasize there’s no tradeoff with Natrol. It’s “the deliciously good gummy,” packing 26 fruits and vegetables in every multivitamin.
Campaign is live on TV, in the National CineMedia theater network, online and on social media.
The campaign is based on an insight that agency Phelps came to via research - intended consumers like gummies but wonder if they’re as healthy as they should be. So, ads emphasize there’s no tradeoff with Natrol. It’s “the deliciously good gummy,” packing 26 fruits and vegetables in every multivitamin.
Campaign is live on TV, in the National CineMedia theater network, online and on social media.
Credits:
CLIENT NAME: Natrol
BRAND: Gummies
CLIENT MARKETING DIRECTOR: Thomas Hart
CHEIF CREATIVE OFFICER: Tony Stern
ART DIRECTOR: Armand Kerechuk
ACD/COPYWRITER: Chloe Cotoulas
EXECUTIVE AGENCY PRODUCER: Karena Dacker
PRODUCTION COMPANY: Golden LA
DIRECTOR: Jake Banks
DIRECTOR OF PHOTOGRAPHY: Kelly Moore
LINE PRODUCER: Rick Brown
EXECUTIVE PRODUCER: Matthew Marquis
EDITOR: Volkert Besseling
POST PRODUCER: Kevin Gallagher
VFX ARTIST: Luke Yoo
GRAPHICS: Satomi Nagata and Tom Allain
MUSIC: Asche & Spencer for TV/Web
Extreme Reach for Cinema
FINAL MIX: Mark Meyuhas @ Lime Studios
BRAND: Gummies
CLIENT MARKETING DIRECTOR: Thomas Hart
CHEIF CREATIVE OFFICER: Tony Stern
ART DIRECTOR: Armand Kerechuk
ACD/COPYWRITER: Chloe Cotoulas
EXECUTIVE AGENCY PRODUCER: Karena Dacker
PRODUCTION COMPANY: Golden LA
DIRECTOR: Jake Banks
DIRECTOR OF PHOTOGRAPHY: Kelly Moore
LINE PRODUCER: Rick Brown
EXECUTIVE PRODUCER: Matthew Marquis
EDITOR: Volkert Besseling
POST PRODUCER: Kevin Gallagher
VFX ARTIST: Luke Yoo
GRAPHICS: Satomi Nagata and Tom Allain
MUSIC: Asche & Spencer for TV/Web
Extreme Reach for Cinema
FINAL MIX: Mark Meyuhas @ Lime Studios
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Tongal: Jack Link's 'Fueling the Front Lines'
Agency: Tongal
Client: Jack Link's
Date: June 2018
Jack Link’s debuted its new 'Fueling the Front Lines' integrated marketing campaign, a marketing initiative including in-store retail outreach; a national TV spot running in June; social media support; earned media efforts; a custom website with a donation element; and more.
As part of the Fueling the Front Lines campaign, Jack Link’s has joined forces with Team Rubicon, a veteran-led disaster relief nonprofit organization, to bring help and resources to communities that continue to be affected by natural disasters months and years after the event.
Over the next two weeks and 1,300 miles, team members will complete service projects, create awareness and raise funds for Team Rubicon, and its mission of ongoing disaster relief. The journey will conclude in Houston on June 12, which is also National Jerky Day, a day Jack Link’s is dedicating to providing resources to the communities still recovering from the devastation brought by Hurricane Harvey last summer.
People can support Team Rubicon by participating in the text-to-give campaign found on specially marked packages of Jack Link’s protein snacks. Each text will trigger a $2 donation to Team Rubicon.
Credits:
Agency: Tongal
Client: Jack Link's
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: 'Freaky Fast'
Agency:
Client:
Date: June 2018
Today, one of America’s fastest growing restaurants, Jimmy John’s is launching an exciting new advertising campaign and introducing new products nationwide.
Chief executive officer James North announced the changes in an open letter.
Long known for making sandwiches “freaky fast”, the campaign ups the freaky ante by celebrating the brand’s freaky employees and the lengths to which they go to prepare the perfect sandwich.
Preparing a convenient, healthy and affordable meal takes a “freakish” commitment. As these new ads show, Jimmy John’s cares about things that normal people don’t and that’s what makes their sandwiches consistently fresh, fast and healthy. The new advertising campaign peels back the curtain on some of the practices that make them the freakiest (and best), including: Cutting lettuce into exactly 3/32 of an inch slices; only using fresh bread and not serving any bread that is more than four hours out of the oven; using meats that contain no added hormones, artificial ingredients or preservatives; slicing all veggies, cheeses and meats every day, in every Jimmy John’s location; and using only three ingredients for the Signature Jimmy Chips: Potatoes, peanut oil and salt
Jimmy John’s is also announcing the official release of three new items that everyone is bound to love, including a new Kickin’ Ranch Sauce, a 16-inch giant sandwich and the ability to add Jimmy’s World-Famous Pickles to any sandwich.
Credits:
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: Big3 'Live on Fridays'
Agency:
Client: Big3
Date: June 2018
Ice Cube unveiled a new ‘Friday’-inspired video promo for the Big3, celebrating the fact that Big3 games will air live on Friday nights on FOX and FS1 starting June 22 from Houston.
The spot brings viewers back to the film Friday's iconic kitchen scenes, featuring Ice Cube as Craig alongside original cast members Mike Epps (Day-Day) and John Witherspoon (Mr. Jones). Witherspoon walks in as Epps and Cube are watching the Big3 on TV, and the story goes off the rails from there.
The Big3 3-on-3 league was founded by Ice Cube and NBA star Allen Iverson.
Credits:
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TBWA\Chiat\Day LA: Gatorade 'Heart of a Lio'
Agency: TBWA\Chiat\Day LA
Client: Gatorade
Date: June 2018
Gatorade’s new animated film, ‘Heart of a Lio’ features Lionel Messi in animation, telling his life on the pitch leading up to the World Cup. The film tells the inspirational story of how Messi has faced obstacles his entire life, but has never forgotten a consistent internal mantra: “If you have a dream to chase, nothing can stop you.”
The four-plus-minute film from Gatorade film tells the story of the challenges and triumphs that have led Lionel Messi to where he is today, and proves that even the best will always push harder to keep achieving their dreams.
At the start of the film, we see an infant animated Messi, who shows soccer prowess early on by kicking away his tears. The film then follows him as a youth soccer whiz, beating entire teams with his fancy footwork and amazing goal scoring. That joy is counteracted when we watch as the young Messi is told he has a growth defect. As he ponders his future, he is visited by a future version of himself who tells him not to give up on his dream.
A newly empowered Lio then joins Barcelona and shows that he has the power, grit and determination to succeed at the highest levels of the sport. The film even ventures more into fantasy by creating a scenario where a special kit “designed to stop Messi” is introduced – a parachute pants-style uniform that does not succeed in its design.
The path to continued success is not easy, however, as Messi goes through a professional slump and a time of self doubt. But he digs deep, seeing the younger version of himself and pulling himself up by working harder than ever and dreaming of a World Cup win. The film ends with the tag ‘Gatorade: Win from Within.’
Credits:
Client: Gatorade
Agency: TBWA\Chiat\Day
Chief Creative Officer: Renato Fernandez
Global Creative Director: Doug Menezes
Global Creative Director: Mark Peters
Associate Creative Director: Bruno Acanfora
Associate Creative Director: Ariel Abramovici
Director of Production: Brian O'Rourke
Executive Producer: Guia Iacomin
Senior Producer: Kaitlin Moore
Associate Producer: Jack Cutler
Managing Director: Jerico Dig Cabaysa
Brand Director: Robyn Morris
Brand Manager: Gabi Marino
Brand Manager: Spencer Audet
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Jr. Planner: Ryan Hagen
Director of Business Affairs: Robin Rossi
Talent Payment Manager: Kevin Castro
Senior Traffic Operations Manager: Judy Brill
MEDIA AGENCY - OMD
Animation: Gizmo Directors:
Executive Producer:
Ema + Flamboyant Paradise + Nico Presas
Andrea Bacigalupo, Ema Verruno
Production Manager:
Eva Amuchastegui, Daniela Kisinovsky
Production Coordinators:
Sol Fernández, Agustina Rossito,
Rocio Perez Lascano
Sound Recording Coordinator:
Marcela Cardenas
Production Assistants:
Agustina Moya, Rocío Kancepolski
CG Supervisor:
Max Rocamora
Storyboard:
Julio Azamor
Ivan Lublinsky
Animation Supervisor:
Rafael Jimenez
Layout Artists:
Chris Granados
Marco Di Monaco
Martin Lapetina
Animators:
Chris Granados
Mauro Serei
Pablo Lorenzo
Sebastian Buitrago Carmona
Ivonne Isla Solther
Eugen Sasu
Carolina Delgado
Yuri Perrini
Steven Arango
Federico Gimeno
Jorge Favian
Fregoso Ramos
Oscar Burgos
Alex Figueroa
Cloth simulation:
Santiago Furlong
Character Modeling:
Laura Serna
Sofía Gariazzo
Diego Rudnitzky
Set and props Modeling:
Martin Girgenti
Pablo Focareta
Lautaro Schipizza
Marco Di Monaco
Rigging:
Eduardo Núñez-Melgar
Felix R. Cuevas
Anderson Augusto
Characters Texturing and Shading artists:
Laura Serna
Sofía Gariazzo
Luis De Gennaro
Diego Rudnitzky
Pablo Bellozas
Mauricio Fernández
Pedro Sciammarella
Sets and props Texturing and shading artists:
Pedro Sciammarella
Alejandro Ghio
Luis De Gennaro
Pablo Focareta
Marco Di Monaco
Lautaro Schipizza
Visual Development, Lead lighting & Supervisor
Paolo Tano Giordana
Lighting Artists:
Pedro Sciammarella
Alejandro Ghio
Juan Ignacio Casale
Mauricio Fernández
Marco Di Monaco
Mariano Mendoza
Luis De Gennaro
Characters Design:
Flavio Greco Paglia
Fernando Sawa
Pablo Romanos
Ariel Anabitarte
Color Key, Illustration and Matte Painting Artist:
Flavio Greco Paglia
Compositing Artists:
Ignacio Arevalo
Daniel Perez
Andres Chouhy
Paolo Tano Giordana
Pedro Sciammarella
Alejandro Ghio
Juan Ignacio Casale
Mauricio Fernández
Marco Di Monaco
Mariano Mendoza
Luis De Gennaro
VFX Artists:
Gui Marquez
Santiago Furlong
Editor:
Andrés Boero
Andrés Randy
Montero Bustamante
SOUND DESIGN: Stimmung
Executive Producer: Kristina Iwankiw
Sound Designer: Gus Koven
Assistant Sound Designer: Nick Tuttle
MUSIC: Search Party
Music Producer: Meghan Currier
Composers: Nicholas Wright
Benny Reiner
MIXING: Lime Studios
Executive Producer: Susie Boyajan
Audio Mixer: Mark Meyuhas
Audio Assistant: Ben Tomastik
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BBH NY: PlayStation 'Play Fearlessly'
Agency: BBH NY
Client: PlayStation
Date: June 2018
Fear is a monster. It can hold us back and makes us doubt ourselves. But in PlayStation’s world, things are different. In PlayStation’s world, gamers play fearlessly and achieve greatness by conquering fears. In PlayStation’s world, gamers overcome their fear and defeat these monsters all the time.
That’s the theme of the film 'Play Fearlessly' directed by Academy Award Nominee Garth Davis (Lion, Mary Magdalene, Top of the Lake), which is PlayStation’s latest in the ongoing Greatness Awaits campaign. Launched during the NBA Finals, the film invites gamers to play fearlessly on the PlayStation. An entirely new approach for PlayStation, the spot’s unique direction shows no specific game title or spotlights any product. Rather, the film relies on the emotion of the performances and real-world tension to deliver this powerful, yet timely message.
PlayStation believes in the power of play for everyone. In this anthem film, viewers are taken on an emotional journey by a girl who draws the line between the real world and the world of PlayStation. She has a secret that she tells us throughout the film. She's been to the PlayStation world before, and she imparts to the audience the differences between both worlds. 'Play Fearlessly' relies on emotional performances and real-world tension to deliver a powerful, yet timely message.
Credits:
BRAND: PlayStation
FILM: Play Fearlessly
FILM: Play Fearlessly
CLIENT:
Eric Lempel, Senior Vice President, Global Marketing
Mary Yee, Vice President, Marketing
Eric Lachter, Director Brand Marketing
Alex Gomez, Senior Brand Manager
Dianne Segovia, Associate Marketing Manager
Eric Lempel, Senior Vice President, Global Marketing
Mary Yee, Vice President, Marketing
Eric Lachter, Director Brand Marketing
Alex Gomez, Senior Brand Manager
Dianne Segovia, Associate Marketing Manager
AGENCY:
Gerard Caputo, Chief Creative Officer
Colin Kim, Creative Director
Lucas Bongioanni, Creative Director
Bruno Franchino, Art Director
Hora Sormani, Copywriter
Creative Contributors: Monica Taylor, Diego Fonseca, Aimée Perrin, Stu Rubin
Adam Perloff, Executive Producer
Librado Sanchez, Director of Business Affairs
Brett Edgar, Head of Account Management
Kendra Schaaf, Group Account Director
Johnny Skwirut, Account Manager
Alex Zadeii, Assistant Account Manager
Kendra Salvatore, Head of Strategy
Dylan Fauss, Strategist
Darus Zahm, Group Comms Planning Director
Zack Green, Comms Strategist
Cameron Wells, Project Manager
Gerard Caputo, Chief Creative Officer
Colin Kim, Creative Director
Lucas Bongioanni, Creative Director
Bruno Franchino, Art Director
Hora Sormani, Copywriter
Creative Contributors: Monica Taylor, Diego Fonseca, Aimée Perrin, Stu Rubin
Adam Perloff, Executive Producer
Librado Sanchez, Director of Business Affairs
Brett Edgar, Head of Account Management
Kendra Schaaf, Group Account Director
Johnny Skwirut, Account Manager
Alex Zadeii, Assistant Account Manager
Kendra Salvatore, Head of Strategy
Dylan Fauss, Strategist
Darus Zahm, Group Comms Planning Director
Zack Green, Comms Strategist
Cameron Wells, Project Manager
PRODUCTION:
PRODUCTION COMPANY: RESET
DIRECTOR: Garth Davis
DIRECTOR OF PHOTOGRAPHY: Greig Fraser
MANAGING DIRECTOR: Dave Morrison
EXECUTIVE PRODUCER: Deannie O’Neil
PRODUCER: Karen Sproul
DIRECTOR: Garth Davis
DIRECTOR OF PHOTOGRAPHY: Greig Fraser
MANAGING DIRECTOR: Dave Morrison
EXECUTIVE PRODUCER: Deannie O’Neil
PRODUCER: Karen Sproul
EDIT COMPANY: CARTEL
EDITOR: Leo Scott
ASSISTANT EDITOR: Joshua Raymond Lee
EXECUTIVE PRODUCER: Lauren Bleiweiss
PRODUCER: Greer Bratschie
EDITOR: Leo Scott
ASSISTANT EDITOR: Joshua Raymond Lee
EXECUTIVE PRODUCER: Lauren Bleiweiss
PRODUCER: Greer Bratschie
VFX: BLACKSMITH
VFX Supervisor / 2D Lead: Iwan Zwarts
CG Lead: Tom Bussell
CG: Olivier Varteressian, Tuna Unalan, Vitaliy Burov
CG Animators: Nick Johnnides, Nopia Animation & VFX
CG Rigging: Lee Wolland
FX Artist: Rick Walia, Hassan Taimur
Compositors: Nick Tanner, Jacob Slutsky, Robert Bruce, Daniel Morris, Joey Deady
VFX Executive Producer: Charlotte Arnold
VFX Producer: Alexa Mauro
3D Tracking: QL Beans
3D Scanning: WYSIWYG 3D
Rotoscoping: Filaments Visual Effects
VFX Supervisor / 2D Lead: Iwan Zwarts
CG Lead: Tom Bussell
CG: Olivier Varteressian, Tuna Unalan, Vitaliy Burov
CG Animators: Nick Johnnides, Nopia Animation & VFX
CG Rigging: Lee Wolland
FX Artist: Rick Walia, Hassan Taimur
Compositors: Nick Tanner, Jacob Slutsky, Robert Bruce, Daniel Morris, Joey Deady
VFX Executive Producer: Charlotte Arnold
VFX Producer: Alexa Mauro
3D Tracking: QL Beans
3D Scanning: WYSIWYG 3D
Rotoscoping: Filaments Visual Effects
COLOR GRADE: Andrew Francis
MIX: Wave Studio NYC
MIXER: Aaron Reynolds
MIXER: Aaron Reynolds
SOUND DESIGN: Ballad / Adrian Aurelius
COMPOSER: Phil Kay
MUSIC COMPANY: Woodwork Music:
MUSIC COMPANY: Woodwork Music:
ADDITIONAL CREDITS:
Slaughterhouse Studio Production Manager: Meg Volk
Slaughterhouse Editor: Jim Schwartz
Slaughterhouse Producer: Maggie Miller
Slaughterhouse Editor: Jim Schwartz
Slaughterhouse Producer: Maggie Miller
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