I recently had the pleasure of producing a commercial spot "Just Wave Because" for Mizuno. For this and many other projects, Jodi Jones Studio partnered with the incredibly talented design studio, Big Studios of Sao Paulo, Brazil! They are simply the best at complex CGI. For this project we had our casting and production in NYC, shooting the entire project on green-screen. I also had the privilege of working as DP with the uber talented film director, Caito Ortiz.
The team created a digital content video, print campaign also, social media and POS with the advertising agency 22Squared.
Here is the COMMERCIAL, along with the MAKING OF VIDEO below! Enjoy!
Waving. Some runners are into it. Some aren’t. But if you give it a shot, a wave can put good energy into the world and might just transform your run.
I am excited to announce that last week at the Cannes Lions International Festival of Creativity in Cannes, France I was awarded TWO SILVER LIONS AWARDS!
Cannes Lions is considered the largest gathering of worldwide advertising professionals, designers, digital innovators and marketers. Every year in June, around 12,000 registered delegates from 90 countries visit the Festival to celebrate the best of creativity in brand communication, discuss industry issues and network with one another – and a select few receive big awards. Thousands of ads from all over the world are showcased and judged. According to AdNews "The Cannes Lions is the absolute best showcase for the most amazing creativity across the widest possible marketing disciplines and the broadest array of new ideas."
Recently, my uber-talented associates at Big Studios in Sao Paulo, Brazil along with McCann Worldwide India and my team at Jodi Jones Studio collaborated on a creative project together AND WE WON!!
Below are the two projects that won us the SILVER LION AWARD at this year's Cannes International Festival of Creativity!
What I love so much about this project was the international scope; the collaboration was from three continents. We would Skype together in different time zones (from NYC, India and Brazil) working on the creative concept and ideas, and then each of us executed our parts individually. I shot with a massively high resolution medium format camera and set up our tripod for numerous exposures at just the right time of the day, and used a mirrored sphere in my shots so Big Studios would be able to locate the exact lighting positions when doing their truly amazing post production 3D illustration work. I shot the images for the project in Brooklyn and Philadelphia, the 3D illustration and retouching work was done by Big Studios in Sao Paulo, Brazil, and it was all brought together by McCann Worldwide in India, who submitted the project to Cannes.
THE CONCEPT: Although parents tell their children NOT to do something, children don't always behave, and they often times have a VERY different perspective on the whole situation. Their perspective may instead be one of excitement and amusement towards these very things we are telling them to avoid. With that idea, we created a visual public service announcement to show what your children may actually be imagining when told to not "play in the puddle" or to "stay away from the basement".
CATEGORY: Commercial Public Services
TYPE OF AD: Billboards & Street Posters
THE SERVICE: Because "YOUR WARNINGS DONT WORK", DishTV now has Childlock.
Concept, Retouch and 3D Illustration: BIG STUDIOS BRAZIL and VAULT49
Photography: Jodi Jones JODI JONES STUDIO
Ad Agency: McCann Worldwide / India
Prasoon Joshi, Akshay Kapnadak, Sanket Pathare, O. R. Radhakrishnan, Vilsen Gonsalves, Nikhil Waradkar, Suchita Bait, Akshay Keluskar
Overall it was a great honor to receive the award, collaborate with very talented creatives, and make great work!
Now let's work together and create another Cannes Lion Award!
Few things are as attractive as the forbidden. And there’s little a parent can do that is as inspiring as a dire warning. All a child needs is the direction not to do something and it will quickly be the center of all their focus and attention. The dire warning becomes an irresistible dare. It’s a comedy of reverse psychology, one every parent is too familiar with, and one that begs reexamination.
This year at the Cannes Lions International Festival of Creativity, Vault49 and their partner studio Big Studios Brazil, took home Two Silver Lions for their campaign with DishTV called “Your Warnings Don’t Work.” The service is now providing a Childlock to firewall certain programs and networks that children aren’t going to avoid on their own. “Although parents tell kids NOT to do something, kids may not always behave, and they have a VERY different perspective on it,” Vault49 says. “Their perspective may be one of excitement and amusement towards these awesome new things that they are supposed to avoid.” Since a mere warning will not deter interaction with the forbidden, parents have to be more proactive in their guidance, and Childlock is one way to do that most effectively.
It was all hands on deck for this project. In all, four different creative studios came together to execute these three advertisements that eventually found their way to billboards and street posters. “Collaborating with McCann Worldwide India and Jodi Jones Studio, we combined to create a campaign that was memorable not only for a great concept and execution, but also the international scope, multiple timezones (Brazil, NYC, India) and the seamless integration of everyone involved,” explains Vault49 on behalf of their own studio and Big Studios. The challenge paid off, not only in creating images that are visually seamless down to the details, but also for attracting the attention at Cannes and earning them their two trophies.