July 19th 2017

Welcome to The Drum's US Creative Works in partnership with Workfront.

This section is dedicated to showing the best creative work in North and South America and gives you, the reader, the chance to decide which work we feature as our US 'Creative Work of the Week.’

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For project information, credits, and more, click on the project to expand to full screen. To submit work for our US Creative Works section, fill out this online form.

To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, July 26.

Preacher: Crate and Barrel 'Welcome Love In'

Agency: Preacher

Client: Crate and Barrel

Date: July 2017

The latest campaign from Preacher for Crate and Barrel is called 'Welcome Love In', promoting Crate and Barrel's gift registry, as wedding/registry season is officially in full gear right now.

This campaign was created as a nod to its heritage as a brand that has long supported couples as they build their loves together – from engagement through life. It features real couples, all ranging in age, and all who registered at Crate and Barrel at some point (one couple did it 42 years ago). At its center is a two-minute film capturing the couples sharing their stories and offering advice about weddings, registries, and love in general.

The video lives across all of Crate and Barrel’s social channels, and is also posted on its registry microsite. In addition, 30 and 15-second cut downs are running across major bridal sites, and there is also paid and organic social driving to the microsite and film.

Credits:

Client: Crate and Barrel
Agency: Preacher
Chief Creative Officer: Rob Baird
Chief Executive Officer: Krystle Loyland
Chief Strategy Officer: Seth Gaffney Agency
Producer: Jill Silberstein
Senior Brand Manager: Stephanie Smith
Business Affairs: Miiko Martin
ACD: Kim Nguyen
Production Company: The Bear Executive
Producer: Berndt Mader
Director: Ben Steinbauer
Line Producer: Janice Woods
DP: David McMurry
Casting: O’Connor
Casting Edit House: Lucky Post
Executive Producer: Jessica Berry
Producer: Caroline Stephens
Editor: Elizabeth Moore
Mix: Pony Sound
Colorist: Neil Anderson

Tags: United States

Saatchi & Saatchi: Walmart 'Life's Greatest Hits'

Agency: Saatchi & Saatchi

Client: Walmart

Date: July 2017

Walmart kicked off its back-to-school TV ad campaign this week with new ads featuring some of America’s favorite superheroes. Walmart wanted to promote that it has everything kids want and need to own the school year like a hero.

Directed by Marc Forster (of Tool of North America), the ads are shot feature-film style and include heroes such as Batman, Wonder Woman and Superman, along with background vocals from Whitesnake and Sam & Dave.

The ads are part of Walmart's broader 'Life's Greatest Hits' campaign, begun last year and featuring ads primarily with rock anthems, including Whitesnake's "Here I Go Again", Aerosmith’s “Dream On“ and DJ Khaled's "All I Do Is Win”.

Credits:

Saatchi & Saatchi New York

Chief Creative Officer: Javier Campopiano

Executive Creative Director: Mike Pierantozzi

ACD/CW: Adam Kline

ACD/AD: Justin Roth

Chief Strategy Officer: Wanda Pogue

EVP, Group Planning Director: Amber Hahn

Strategist: Annie Kleinbaum

Executive Producer: Dean Shoukas

Managing Partner: Beth Waxman-Arteta

Senior Account Director: Lisa Hersh

Account Executive: Kaki Pope

Project Manager: Brianna Leone

Business Manager: Susan Schaefer

Production

Tool of North America

Director: Marc Forster

Managing Partner: Oliver Fuselier
Managing Partner: Dustin Callif

Executive Producer: Brad Johns

Producer: Lee Trask

Post Production

Cosmo Street

Editor: Tom Scherma

Executive Producer: Maura Woodard

Producer: Anne Lai

Method Studios

Director of Production: Jeff Wolfe

Moving Picture Company

Cake Mix

Studios

Warner Brothers

Hasboro
Saban

Music Licensing

Creative License

Tags: United States

gyro Chicago: USG Corporation 'Structural Panels'

Agency: gyro Chicago

Client: USG Corporation

Date: June 2017

Structure Engineers are the ‘Structural Scientists’ of the building industry. They are responsible for the integrity of a building. So when constructing a midrise they often default to poured concrete because it’s what they know.

However, in many cases poured concrete is more product than is needed. It’s heavy, slow, and expensive. USG Structural Panels have the durability, defense against rot and mold, and fire resistance of concrete while also significantly reducing the weight of a structure, according to this new print campaign. The creative shows that poured concrete can slow down the building process and the panels offer a simpler solution that is faster and easier.

Credits:

Executive Creative Director: Doug Kamp
Creative Director: Ted Wahlberg
Associate Creative Director: Mark Sedlacek
Associate Creative Director and Copywriter: Greg Fioretti
Senior Art Director: Matt Olson
Production Director: Natalie Snyder
Production Manager: Laura Martinez
Director of Digital Delivery: Vic Edmond
UX Engineer: Juan Lozano
Account Director: Dusty Williams
Assistant Account Executive: Taylor Ion

Tags: United States, design, Branding, advertising

Impero: 7Up Latin America '7UP vs the Heat'

Agency: Impero

Client: 7Up Latin America

Date: July 2017

Every summer, heat takes over the conversation in Latin American cities. People talk on the streets, in taxis, in newspapers and on the TV. But nowhere does the heat rise as quickly and burn as fiercely as it does on social media.

To combat the heat, London and Buenos Aires-based independent social and digital agency Impero used a custom algorithm to track real time heat related mentions on social media across several Latin American countries.

The online mentions fuelled a ‘social thermometer’ brought to life through an interactive billboard attached to a container filled with 7Up. Every time the needle reached the red zone, the container opened delivering a refreshing ice cold 7Up to everyone.

In addition to the hero content and to help bring the campaign to life in digital format, Impero also created a series of snackable social ‘Heat Hacks’ to reinforce 7Up’s summer promise: ‘It’s 7Up vs the Heat’. A dedicated microsite and always-on social conversations spanning the Latin American markets tied the whole campaign together.

Credits:

Michael Scantlebury - Creative Director, Impero
Federico Stier - Account Director
Ann-Marie Richards - Senior Producer, Impero
Adeline Chong - Head of Design, Impero
Lise Dessons - Mid-weight Designer, Impero
Bruno Rodrigues - Senior Designer, Impero
Ann-Marie Richards - Senior Producer, Impero
Peter Isaacs - Creative, Impero
Pete Ashworth - Creative, Impero

Tags: Latin America, design, Social Media, Experiential Marketing, Branded Content, Food & Drink, Pepsico, digital, Social media campaign

7UP vs the Heat: El calor

7UP vs the Heat: Heat Hacks, Coolbox

7UP vs the Heat: Heat Hacks, Fridge

Young & Laramore: Trane 'Tested to Run'

Agency: Young & Laramore

Client: Trane

Date: July 2017

Young & Laramore worked with Trane to refine its position in the heating and cooling marketplace, and while the brand will continue to focus on reliability, the new campaign, titled 'Tested to Run' highlights the rigorous testing methodologies and hard-working engineering teams that are as hard to stop as their products.

The campaign will launch nationally in September and will include TV, online video, radio, print, social media, and digital banner ads. The media partners include HGTV and DIY with programmatic cable channels including CNN, MSNBC, ESPN, Discover and others. Online video partners for the campaign include Bloomberg, CNN, CNET, Huffington Post, NY Times, WSJ and others.

While Trane’s creative strategy has evolved, Y&L will continue to use the brand’s well-known tagline, “It’s hard to stop a Trane.”

Credits:

AGENCY: Young & Laramore

Carolyn Hadlock, ECD/ Principal
Bryan Judkins, Creative Director / Principal
Scott King, Associate Creative Director
Dan Shearin, Senior Art Director
Deidre Lichty, Senior Writer
Sara Frucci, Designer
Tom Denari, President & Chief Strategy Officer
Brad Bobenmoyer, Vice President, Account Director
Dave Theibert, Account Supervisor
Sarah Davis, Account Manager
Catherine Watson, Associate Account Manager
Kari Peglar, Senior Consumer Insight Strategist
Amy Jo Deguzis, Executive Producer

PRODUCTION COMPANY: Rattling Stick

Richard Kaylor, Head of Production
Jeff Shupe, Executive Producer
Mark Hall, Line Producer
James Frost, Director
Masanobu Takayanagi, Director of Photography

EDITORIAL: Lost Planet

Josh Hegard, Editor
Gary Ward, Executive Producer
Tim Kirkpatrick, Producer
Garrett McDonald, Assistant Editor

END TAG / GRAPICS: Gentleman Scholar

Will Campbell, Creative Director
Will Johnson, Creative Director
Nicole Smarsh, Producer

ORIGINAL MUSIC: Phantogram “When I'm Small”

Bankrobber/Barsuk, Master Liscense
Reservoir, Publishing Liscense
Universal, Publishing Liscense

SOUND DESIGN / MIX: Beacon Street Studios

Adrea Lavezzoli, Producer
Kate Vadnais, Producer
Rommel Molina, Engineer
Amber Tisue, Engineer

PHOTOGRAPHY

Benedict Redgrove, Photographer
Tracey Quigley, Executive Producer
John Moore, Producer

BEHIND THE SCENES

Lee Cherry, Camerman
Ryan Canestro, Audio

Tags: United States, Young & Laramore, Trane, integrated campaign

Forward

Mechanica: Forcepoint 'Human Point'

Agency: Mechanica

Client: Forcepoint

Date: July 2017

Forcepoint, a commercial enterprise security spin-off of defense contract company Raytheon, is launching a new brand campaign, 'Protecting the Human Point'. This rebranding, executed by creative marketing agency Mechanica, was a large scale project that involved conducting research, creating a soup-to-nuts positioning and naming (resulting in the Forcepoint name), building a Governing Brand Idea for the company, rebuilding the website, doing product renaming, and creating a brand campaign.

Mechanica built off the insight that the field of cybersecurity is growing massively and that everyone is worried about it, but rather than technology being the solve to the problem, people are at the core of the cybersecurity challenge. Mechanica created the Governing Brand Idea – “protecting the human point” – in which the company was taking tech out of the equation and making cybersecurity about people instead.

Credits:

Agency: Mechanica
Creative Director, Mechanica: Jim Garaventi
Creative Director, Mechanica: Jim Amadeo
Executive Producer, Mechanica: Brian Smith
Brand Director, Mechanica: Ryan Lee

Production: Skunk
Director: Brent Harris
President: Matt Factor
COO/Executive Producer: Shelly Townsend
Producer: Ed Callaghan
DP: Jason McCormick

Photographer: Gunther Campine

Editing @ Cut & Run NY
Editor: Akiko Iwakawa
Assistant Editor: Katie Pehowski
EP: Lauren Hertzberg
HOP: Ellese Jobin

Finishing @ Jogger NY
Lead Flame Artist: Joseph Grosso
Producer: Yoko Lytle

Color Correct @ CO3 NY
Colorist: Tom Poole

Mix/Sound Design @ Heard City
Mixer: Cory Melious

Graphic Design @ Trollback
Chief Creative Officer: Alex Moulton
Executive Producer: Erica Schrager
Creative Director: Brian Bowman
Producer: Kevin Anderson
Lead Animator: Koda Ko

Original Music @ South

Tags: United States, Branding, Digital Marketing, Television Advertising, rebrand

Everyone to the Defense

Burning Question

Publicis : Red Lobster 'Now This is Seafood'

Agency: Publicis

Client: Red Lobster

Date: July 2017

Red Lobster’s first ad from its new 'Now This Is Seafood' campaign showcases the satisfaction of the crave, not just the creation of it.

This approach uses a variety of techniques instead of a traditional voiceover. These techniques include a soundtrack that orchestrates the sounds of the kitchen and restaurant such as shellfish cracking, rhythmic chopping and pots and pans clinking, to bring to life the full experience, coupled with fast-paced, multi-frame visuals that show the food from preparation to plate.

Credits:

Agency: Publicis
Executive Creative Director: Joe Johnson
Executive Creative Director: Jay Williams
Senior Art Director: Lauren Pantano
Senior Copywriter: Thomas Scaglione
Strategy Director: Jane Jovanovic
Strategy Director: Ed Tracy
Chief Production Officer: Lisa Bifulco
Executive Broadcast Producer: Sharon Petro
Senior Producer: Lisa Dritschilo
Group Account Director: Liz Der
Account Director: Andrew Debenedictis
Account Supervisor: Amanda Burnett
Account Executive: Jamie Herndon
Executive Integrated Producer: Peter Papazoglou
Senior Integrated Producer: Regine Le Conte
Production Company: MacGuffin Films
Director: Marie Constantinesco
Production Company Executive Producer: Sam Wool
Production Company Producer: David Feikens
Post Production Company: Video Nerve/Toronto
Editor: Enrico Ferri
Post Production Company Producer: Kat Kolic
Post Production Company Executive Producer: Paedric O’Sullivan
Music company: Yessian
Composer: Weston Fong
Music Company Executive Producer: Marlene Bartos
Music Company Producer: Emily Smith
Voice Over: Matthew Piazzi

Tags: United States, Food & Drink, food, restaurant, advertising

Crabfest :30

Crabfest - More Variety :15

Battery: Skyrocket 'Recoil: Striker's World'

Agency: Battery

Client: Skyrocket

Date: July 2017

Tech entertainment company Skyrocket has launched its Recoil multiplayer battlefield game with a creative campaign by the LA agency Battery. The campaign stars Michael Madsen as a noir-like superhero named Striker who imparts his battlefield wisdom and tactical skills to a new generation of Recoil fighters. Players engage in an entire new imaginative arena of play; one that transforms the real world into an immersive, GPS enabled battlefield.

This is the first Madsen-as-Striker spot in a series, which will roll out this year:

Skyrocket develops, manufactures and markets innovative and tech-driven consumer products with mass market distribution, including drones, robots, vehicles, toys-to-life, games, virtual reality, outdoor and novelty toys.

Credits:

Client: Skyrocket Toys
CEO & Co-Founder: Nelo Lucich
CMO & Co-Founder: John Ardell
Creative Director & Co-Founder: Jon Proudfit
Senior Marketing Director: Craig Mitchell
Executive Producer: Cory Ledesma
Lead Producer – Gaming, Interactive & Consumer Products: Curtis Barnes

Agency: Battery
CEO/Co-Founder: Anson Sowby
CCO/Co-Founder: Phil Khosid
VP/Creative Director: Raymond Hwang
VP/Creative Director: Scott Brown
Brand Director: Maximilian Kislevtiz
Executive Producer: Kristine Ling
Producer: Mackenzie Busch

Production Company: Bob Industries
Director: Alan White
Director of Photography: Ken Seng
Line Producer: Brian Etting

Editorial/VFX: NO.6 Editorial & No.7 VFX
Managing Partner: Carr Schilling
Editor: Graham Turner
Assistant Editor: Connie Chuang
Producer: Michelle Dorsch
Flame Artist: Verdi Sevenhuysen

Color: The Mill
Colorists: Adam Scott
Executive Producer: Thatcher Peterson
Producer: Diane Velara

Music & Sound Design: Wolf at the Door
Partner/Creative Director: Alexander Kemp
Director/Producer: Thomas Leistenschneider

Audio: Formosa
Mix Engineer: John Bolen
Executive Producer: Lauren Cascio

Tags: North America

MARC USA: Roberto Clemente Museum 'Retire 21'

Agency: MARC USA

Client: Roberto Clemente Museum

Date: July 2017

The Roberto Clemente Museum, in partnership with Pittsburgh-based advertising agency Marc USA, has launched a national grassroots petition campaign to retire number 21 across Major League Baseball.

Roberto Clemente wore 21 for his 18 seasons with the Pittsburgh Pirates, from 1955 until his death on New Year’s Eve 1972 in a plane crash on a mission to bring supplies to Nicaraguan earthquake victims. He worked tirelessly to win recognition for Latin American players and help children through sports programs.

Fans across the country can send a strong message to Major League Baseball by signing the Change.org petition to Retire 21. It includes mobile billboards, posters in unusual settings, transit billboards and more.

The campaign heated up at the MLB All-Star game in Miami on July 11 where volunteers were outside the stadium with iPads making it easy for fans to sign the petition. The Retire 21 campaign will visit other ball parks in July and August.

Credits:

Greg Edwards, Group Creative Director

Josh Blasingame, Creative Director

Craig Ferrence, Associate Creative Director and Logo design

Tyler Bergholz, Senior Art Director, and Logo Design

Josh Wigod, Account Supervisor

Tags: North America

Innocean USA: Finish Line 'Shoes So Fresh'

Agency: Innocean USA

Client: Finish Line

Date: July 2017

Finish Line is launching a new round of work for its ongoing Shoes So Fresh campaign. The first spots launched on June 30 and the remainder of the campaign will continue to rollout over the summer. The work features musician, KYLE; fashion blogger and influencer, Aleali May; and YouTube unboxing star, Jacques Slade.

Partnering with Innocean USA, Finish Line first launched the Shoes So Fresh campaign last summer and followed with refreshed content during last year’s holiday season. The work is launching as targeted pre-roll on YouTube as well as Finish Line’s owned media channels. Supporting the spots, are a series of innovative six second bumper ads as well as illustrations and animations created by famous artists from around the world that highlight the “fresh” nature of the campaign.

Credits:

Client: Finish Line
Agency: Innocean USA

SVP, Marketing: Michael Grimes
Senior Director of Marketing: Scott Hamlin
Senior Creative Director: Jeremie Dunning
Senior Director – Content, Social and Consumer Trends: Paul Diehl
Integrated Marketing Manager: Lori Riordan
Marketing Specialist: Lacey Duncan
Content Manager: Brandon Edler
Brand Manager, Women’s: Marissa Lucero
Brand Manager, Men’s: Max Mandel

Chief Creative Officer: Eric Springer
Creative Director (CW): Carissa Levine
Creative Director (AD): Jose Eslinger
Creative Teams: Josh Lee, Guilherme Grossi & Gabriel Gama, Tricia Ting & Alvaro Soto
EP, Content Production: Nicolette Spencer
Content Producer: Kira Linton
VP, Managing Director, Brand: Bridgett Judd
Brand Director: Parker Collins
Brand Manager: Alex Romero, Christy Butler
Director of Business Affairs: Ann Davis
Sr. Business Affairs Manager: Krista Horn
Broadcast Traffic: Christy Powers
Project Coordinator: Mason Yang

Production Company: Hungry Man
Director: Amir Farhang
DP: Christophe Lazenberg
Executive Producer: Kevin Byrne, Mino Jarjoura, Dan Duffy, Caleb Dewart, Jacki Sextro
Producer: James Kadonoff
Company: Cut+Run LA
Editor: Jay Nelson
Executive Producer: Amburr Farls
Producer: Jared Thomas
Assistant Editor: James Bird

Song Titles: Chitlins & Phantom
Licensor: Beacon Street Studios
Composers Andrew Feltenstein and John Nau

Tags: United States

CP+B Boulder: Infiniti USA 'On the Run'

Agency: CP+B Boulder

Client: Infiniti USA

Date: July 2017

When people think of a three-row family SUV, they don’t typically think about performance. They also don’t think about high-speed chase scenes with a handsome hero behind the wheel, but that’s exactly what Infiniti and CP+B Boulder created in their newest spot for the QX60.

In the commercial, the hero is racing his Infiniti QX60 through the city, clearly on a mission. That mission: to deliver his three kids to a marathon viewing area to cheer on their mom — who is in a running race of her own.

Credits:

VP/CHIEF CREATIVE OFFICER: Ralph Watson

VP/EXECUTIVE CREATIVE DIRECTOR: Adam Chasnow

VP/EXECUTIVE DIRECTOR OF ART DIRECTION & DESIGN: David Swartz

ASSOCIATE CREATIVE DIRECTOR: Bryan Karr

ASSOCIATE CREATIVE DIRECTOR: Doug Kohnen

COPYWRITER: Martha Murphy

VP/DIRECTOR OF INTEGRATED PRODUCTION: Sloan Schroeder

INTEGRATED PRODUCER: Marco Vidalis

PRODUCTION COMPANY & CITY: Biscuit Filmworks – Los Angeles, CA

DIRECTOR: Isaiah Seret

EXECUTIVE PRODUCER: Rick Jarjoura

PRODUCER (PRODUCTION CO): Andrew Travelstead

DIRECTOR OF PHOTOGRAPHY: Claudio Miranda

EDITORIAL COMPANY & CITY: Cut + Run LA – Santa Monica, CA

EDITOR: Frank Effron

ASST. EDITOR: Luc Giddens

PRODUCER: Emilie Talermo

TELECINE COMPANY & CITY: Company 3 LA

SENIOR COLORIST: Sean Coleman

VISUAL EFFECTS COMPANY & CITY: Method Studios – Santa Monica, CA

LEAD FLAME ARTIST: Wensen Ho

MUSIC COMPANY & CITY: JSM Music

COO/CEO (JSM): Joel Simon

SOUND DESIGN CO & CITY: LIME Studios + LSD L.A.

MIX ENGINEER: Rohan Young

VP / MANAGING DIRECTOR: Devin Reiter

CONTENT SUPERVISOR: Lauren Wheaton

CONTENT MANAGER: Samantha Calvert

DIRECTOR PRODUCT STRATEGY: John Frazier

PRODUCT SPECIALIST: John Heathfield

Tags: United States

The Working Assembly: NYC & Company 'Branding and design for NYC Restaurant Week’s 25th Anniversary'

Agency: The Working Assembly

Client: NYC & Company

Date: July 2017

NYC-based branding studio The Working Assembly (TWA) recently collaborated with NYC & Company to rebrand New York City epicurean staple NYC Restaurant Week, providing a new brand identity to celebrate the 25th anniversary of the famed event, taking place from July 24 to August 18, 2017.

The designs will appear both on NYC Restaurant Week’s digital platforms as well as OOH in bus shelters, PATH trains, and street poles, tempting prospective diners into hundreds of eateries around the city.

TWA’s rebrand reflects the culinary cultural mosaic of the city and celebrates the global cuisines New York City offers. Their design and imagery juxtaposes neighborhoods and foods, incorporating taglines like ‘Taste Where It Takes You' and ‘Break Bread in Another Borough.' TWA also created the 25-year logo, which has a fork and spoon playfully hidden in the negative space of the numbers.

Credits:

Jolene Delisle - Creative Director - The Working Assembly
Lawrence O'Toole - Design Director - The Working Assembly
Bobbi Lin - Food Photographer
Kate Canary - Copywriter - NYC & Company

Tags: United States, Branding, design, advertising

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