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Posts Tagged ‘John Boiler’

72andSunny Wants You to ‘Discover Your Power’ with Call of Duty: Advanced Warfare

Earlier this month, Ant Farm released a gameplay trailer for the new Call of Duty: Advanced Warfare. Now, with less than a week until the game’s release, 72andSunny have unveiled their live action trailer, starring Taylor Kitsch, entitled “Discover Your Power.”

The 90-second spot, directed by Peter Berg, offers a slight tweak on the usual live action gaming trailer, putting the viewer in the first-person perspective as they accompany Kitsch through a series of intense battles with enemies that display how the futuristic setting changes the nature of the game. It’s a welcome change of pace, and makes a lot of sense for a first-person shooter, although it can be a little bit of a dizzying experience. Read more

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72andSunny Opens Up Shop in New York, Hires Guillermo Vega as ECD

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72andSunny has just opened up 72andSunny New York, a 13,000 square foot office located on the top two floors of 30 Cooper Square in the East Village.

“We think we’re better for being part of the New York creative community—and we think we can make it a little better by being there,” said Chief Strategy Officer Matt Jarvis.

The agency also announced the hiring of Guillermo Vega, formerly executive creative director of Wieden+Kennedy São Paulo, as executive creative director of the New York office. Vega helped found W+K São Paulo, bringing it from a shop with three employees to one with over a hundred over the course four years, while winning clients such as Nike, Coca Cola, Levi’s, and Heineken. Prior to W+K, Vega spent over 13 years at Y&R, where he rose to regional creative director and oversaw Latin America from the Y&R headquarters in New York.

Vega will lead 72andSunny’s New York office along with managing director James Townsend, who will be relocating to New York from the Los Angeles office. While with 72andSunny in Los Angeles, Townsend worked with clients such as Samsung, ESPN, Truth and will continue to lead the Samsung brand from New York.

72andSunny’s New York staff currently consists of “40 designers, writers, strategists, social media planners, brand managers, and content production people” and they will initially focus on the Samsung and Smirnoff brands. Read more

Sonos Visualizes Music in New Campaign

72andSunny has unveiled a new campaign for Sonos’ wireless hi-fi system which playfully imagines what different genres of music would appear as visually.

Taking the notion that Sonos can transform your home literally, the spots each match musical genres with a distinct visual style. So, for example, in the ad set to “Nous Etions Deux” by La Femme, a home is taken over by pop art, starting with spots covering random appliances. In other spots the folk-pop of Sylvan Esso is rendered in claymation, the electronica of Mount Kimbie melts the walls and the croon of Isaac Hayes is paired to (what else?) liquid gold.

Music for the spots was curated by KCRW Music Director Jason Bentley prior to the shoot, informing the pacing, mood and feeling for filming. This approach seems to have payed off, as the music and visuals, created using a combination of practical and CG effects, combine seamlessly, as the sounds seem to transform the space. The homes pictured, “designed to represent people around the world in all kinds of living spaces” are also perfectly matched to the music and chosen form of visualization. Shot over the course of five days in Argentina, everything comes together for a series of ads that imaginatively illustrate the benefits of Sonos’ product and are a lot of fun to watch. Read more

72andSunny Dives Deep into the Brew for Starbucks

The biggest name in coffee didn’t need to go with hashtags or cross-brand promotions today: it had an interactive mini-documentary by 72andSunny up its over-caffeinated sleeve.

The purpose of the spot is to recast Starbucks as a sort of offline social networking platform by visiting locations around the world and observing the people who frequent them.

It’s compelling.

It’s also very similar, conceptually, to the 2010 film Life in a Day: all filmed in different spots around the world during a single 24-hour period.

Shorter spots and credits below.

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72andSunny Goes Big with Trailer for Activision’s ‘Destiny’

72andSunny has just released a live action trailer for Activision’s new game Destiny, from the creators of the popular Halo franchise, which will be released on September 9th.

72andSunny and Activision went big for the trailer, teaming up with Academy Award winning VFX studio Digital Domain, Academy Award nominated FX studio Legacy Effects, and director Joseph Kosinski, who created most of the worlds for the ad in-camera, shooting at locations in Mexico, Arizona and Utah. The spot follows the adventures of Fireteam as they attempt to reclaim locations in our solar system from alien invaders. Levitating AI character Ghost is voiced by Peter Dinklage (who also voices the character in the game) and the spot mixes humor, action and Led Zeppelin’s iconic “Immigrant Song” to hype up the game and give a sense of its feel without any game footage. Read more

Apple Officially Takes More Ads In-House

The strained relationship between Apple and TBWA\Chiat\Day has reached a new stage.

Two months after unflattering email exchanges between Apple’s head of marketing and TBWA’s Media Arts Lab surfaced as part of the extended Apple vs. Samsung copyright battle, Bloomberg was the first outlet to report that the company will now be creating more (if not all) of its TV spots in-house.

An Apple spokesperson reminded Bloomberg that the internal team, which “includes at least two people Apple hired away from Media Arts Lab”, is responsible for recent spots like this one:

The shift has been in the works since early 2013, with Apple deciding to take control of more production duties and build up its own team rather than search for a new agency.

Other outside hires include at least two higher-ups from Wieden+Kennedy: Tyler Whisnand and Bill Davenport.

No one at MAL–which recently went through some staffing changes of its own–offered a comment to Bloomberg, so the current and future status of the partnership remains unclear. 72andSunny CEO John Boiler did weigh in, however, calling the company’s decision to hire from within MAL “…an indication of some seriously broken trust.”

72andSunny Quotes Pop Culture for Samsung’s New, Curvy TV

72andSunny mined memorable moments in film, TV, and the Internet for their new campaign unveiling Samsung’s Curved UHD TV, called “The Curve Changes Everything.”

The new broadcast spot debuted last night during primetime programing including AMC’s Mad Men,  NBC’s Women of SNL, and the season finale of Fox’s execrable Family Guy, to name a few. The 60-second “The Curve Changes Everything,” mines such sources as Clueless, Jurassic ParkGravity and that screaming goat you saw on YouTube to stitch together “not only excitement for the curve and the experience, but how the curve impacts different family scenarios and living room environments.” 72andSunny worked with production company Caviar, director Rian Johnson (Looper, a couple of great episodes of Breaking Bad) and Oscar-winning cinematographer Claudio Miranda (Life of Pi, The Curious Case of Benjamin Button) to bring the spot to life.

“The Samsung Curved TV is just a beautiful object,” said Rian Johnson. “Beyond the quality of the picture, the industrial design of the TV – with its subtle curve – is really stunning when you see it up close in person. We were tasked with finding ways to show off the curve, but you really just need to point a camera at the TV and it pops off the screen. It was a pleasure to shoot.”

In addition to broadcast, the campaign also features print, digital and out of home (OOH) components. “The Curve Changes Everything” will continue to run on major networks, cable and online. Stick around for credits after the jump. Read more

72andSunny is Back with New Spot Promoting ‘Call of Duty: Ghosts’ Downloadable Content

This past October we covered 72andSunny’s exhaustive campaign for Activision’s Call of Duty: Ghosts. Now, 72andSunny is back with a new campaign promoting Call of Duty: Ghosts‘ new downloadable content pack, Onslaught.

72andSunny’s long spot for Onslaught, entitled “CODnapped,” imagines a task force, led by a CODnapper played by Stephen Graham of Boardwalk Empire, sent out to kidnap men from such terrible duties as work, child rearing, and spending time with their significant other, so that they can be brought to a room with comfy chairs and snacks to play Call of Duty. The elaborately imagined scheme runs for over three minutes, before the rest of the spot is devoted to Onslaught gameplay. It’s kind of a clever (although ridiculous and entirely sexist) concept that highlights gamers’ desire to spend time with the new content free of any real-life distractions. And although the spot is quite dragged out, at a 4:51 run length, fans of the franchise have responded. The video was uploaded to YouTube yesterday, and has already racked up almost 400,000 views. By the time of Onslaught‘s January 28th release, it could top the one million mark. Credits after the jump. Read more

LeBron Kicks Back with Family, Friends for Samsung Galaxy

We are now in the season of LeBron James commercials. He’s like Victor Cruz, only taller, better, richer, and not a Time Warner Cable lackey. If you happened to watch the opening night of the NBA season, you saw three different LeBron endorsements, including a new two-minute Samsung spot (:60 version with just the family after the jump) that gives viewers a glimpse into the family life of the best basketball player in the world.

If you care about such things, you may remember last year’s Samsung/LBJ launch, which also premiered on opening night as the Miami Heat were getting their first set of rings. That 2012 spot was more about LeBron and his friends ruling Miami in barber shops and ice cream trucks. This year’s version is all about LeBron and his family: his sons hanging out in the pool or on a driveway basketball court as his wife films from a Samsung Galaxy. ”The Next Big Thing is Here” flashes on the screen as LeBron’s son celebrates after swishing a jump shot. We get it, but it’s still fairly interesting to let two little boys take some of the spotlight away from the real star.

The spot is an easy watch, a relaxing tone that rubs off on the viewer. Life is good for LeBron, and even though I typically prefer product-focused ads to lifestyle ads, when the spokesman is one of the most famous people on the planet, customers may take notice. Smiles all around and credits after the jump.

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‘Call of Duty’ Goes Domestic in UK Spot ‘Faboom’

Another day, another commercial from the Call of Duty: Ghosts marketing blitzkrieg. “Faboom,” a 40-second spot for UK audiences comes from 72andSunny and shows regular folk reenacting their favorite moments from the game at work, out to dinner, even in the doctor’s office during a proctology exam – well played, 72.

The spot comes a week after Eminem premiered his “Survival” music video that also acts as a Call of Duty promo. “Faboom” doesn’t have any white rappers – however, most of the people in the commercial happen to be white – but despite the lack of celebrity punch, the energy and occasional humor gives this ad a universal feel that should work whether televised or shown online. The clip evokes a bit of the Dave Chappelle skit about a real-life version of Grand Theft Auto. Clearly, the sentiment has aged well, and appealing to the human connection to video games, rather than just showing out-of-context graphics for 30 seconds, seems to be the new go-to technique for gaming ads. Call of Duty: Ghosts comes out September 5. Credits after the jump.

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