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Posts Tagged ‘Nate Guillard’

Arnold Taps Grace Helbig for New St. Ives Campaign

Arnold Worldwide tapped actress/comedian Grace Helbig, who recently starred in the film Camp Takota, for a 1:47 ad.

The long form ad sees Helbig extolling the virtues of St. Ives’ new “Fresh Hydration Lotion Spray” — which was just released on February 25th — with her brand of manic humor. St. Ives’ new spot plays off the inherent ridiculousness of lotion ads, amping things up to 11 and letting Gerbig riff of that and generally run around like a lunatic. After using the spray, Helbig is whisked away to the magic “land of St. Ives,” a sort of tropical paradise. She tracks down a waterfall made out of lotion, at which time the apparent psychedelic effects of the spray wear off and she’s transported back to her house.

Whether or not you like the new St. Ives spot, which Helbig describes as “wonderfully stupid,” will depend in large part on how you feel about Helbig’s brand of humor. Her fans, who must make up a sizable portion of the video’s 100,000-plus views, will undoubtedly find the spot endearing (and just may purchase the product on her recommendation), while those who find Helbig’s personality grating won’t find anything to enjoy here. As the YouTube views indicate, the spot is certainly getting some eyes on it. Helbig has also garnered attention for the new product by mentioning it on her YouTube series, and even posting a behind-the-scenes video on her channel that has garnered more views than the ad itself. Stick around for that behind-the-scenes video, along with credits, after the jump. Read more

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ArnoldNYC, CD Nate Guillard Brighten The Office

In past, the ArnoldNYC team has captured Instagrams while bouncing on pogo sticks (#pogogram). Now, creative director Nate Guillard has painted a cartoonish mural on the wall of the agency’s office. Both projects were documented and set to French pop music, making Arnold the coolest, chicest agency on the block. Guillard sketches his bright characters (is that a happy Meatwad?) backed by buzzy band The Blister Boyz, shouting “Be Sexy C’est Francais.”

The inspiration for Guillard’s mural is, “working together is fun,” and considering that an ice cream cone is involved, we don’t doubt it. The end of the making-of vid shows Arnold employees playing ping pong and riding a scooter, further confirming that ArnoldNYC is chill and cool.

It seems only fitting that a creative director should alter his office’s aesthetic, and Guillard has made a cute contribution. Arnold should have a new creative take on the wall every few months, and next time make the soundtrack Yelle. Check out the full-size mural after the jump.

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