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Posts Tagged ‘David Estis’

JWT Atlanta Unveils Natural Gas Motor Oil for Pennzoil

Today, JWT Atlanta is launching a new campaign for Pennzoil, introducing the brand’s “first-of-its-kind motor oil made from natural gas, Pennzoil Platinum with PurePlus Technology – the first true innovation in the category in over 35 years.”

JWT Atlanta wanted to parallel the innovation of Pennzoil’s new product, so they created a “first-of-its-kind TV commercial shot on gaseous vapor clouds.” Due to the technical difficulty of pulling off such a stunt, the project took almost a year to complete. Entitled, “Complete Protection,” the 30-second spot features a Maserati driving through “a series of 3D animations projected onto moving gaseous vapor clouds,” which produces an other-worldly effect. To accomplish this, JWT teamed up with MPC NY, Skunk LA and director Raf Wathion. Among the technical challenges associated with the creation of “Complete Protection” were “synchronizing naturally forming elements and choreographing a live performance of a moving automobile, an uncontrollable vapor cloud and projected animation, all in-camera, all in a certain window of time, in a pitch black environment,” with the projections the only light source for the shoot. The spot is part of a larger, integrated campaign which roll out over the course of the year with the tagline “Motor Oil Reimagined.” Stay tuned for a behind-the-scenes video and credits after the jump. Read more

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Storytelling for Media Professionals

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Monday Odds and Ends

-Saucony (we’ve surely rocked a pair or two) has tapped Minneapolis-based Olson to serve as its agency of record. Olson will handle advertising, digital, social media, content, connection planning and strategy for the running brand with first work expected to launch early 2013.  Boston’s Mechanica previously served as Saucony’s AOR.

-Razorfish/Exopolis alum David Estis joined creative studio MPC NY as its creative director of digital. link

-Cape Town-based M&C Saatchi Abel and director Kim Geldenhuys take us on a journey to a fortified city in Morocco in a spot for Nedbank Private Wealth (above).

-Directors Robert Nylund and Axel Laubscher have joined the roster of global prodco Hungry Man for representation in the U.S., U.K., and Brazilian markets.

-Amsterdam/London-based agency/content studio KesselsKramer opened up a new outpost in L.A.’s Chinatown. link

- Solaire Resort & Casino Manila has picked Las Vegas-based SK+G Advertising to provide advertising and design consultation as well as creative development for the brand. In addition to the client news, SK+G welcomed Rachel Everett and Brian Gibson as associate creative directors.

-BBH London’s “Three Little Pigs” spot for The Guardian won Adweek‘s heart this year. link

-Meanwhile, Business Insider offers its take on the best AR campaigns of 2012. link

-New York-based digital marketing agency Digital Pulp launched a new site for the Ocean Conservancy. link