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TOPSHOP Focus on Stand Out Stories in New Denim SS19 Commercial

Today, TOPSHOP release a new commercial for their denim SS19 range to promote the unique personalities of the women that wear their denim, centred around the slogan, ‘FIT IN STAND OUT’

The 1’20” film was directed by COMPULSORY’s Taz Tron Delix. Five diverse women tell the stories of what makes them stand out from the crowd. Casually showcasing the denim that they love, they reveal unique personal experiences and stories that have made them who they are.

With a minimalist white set and limited props, the director’s signature rotating camera movements and intimate portraits provide a refreshing perspective into the people behind the clothes.

Working once again with celebrated DOP, Ruben Woodin Dechamps, Taz decided to shoot on multiple formats including 16mm film. This was not just an aesthetic decision but a practical one. TOPSHOP’s creative brief sought to pull out the unique quirks and natural personalities of each of the women in the film, often creating new opportunities to experiment with format and look.

Head of Creative: Pandora Lennard
Director: Taz Tron Delix
Executive Producer: Kadri Mahmoud
1st AD: Ty Hack
2nd AD: Jonny Pickup
DOP: Ruben Woodin Dechamps
Focus Puller: Rich Savage
Clapper Loader: Cameron Axsel
Camera Trainee: Rachel Wood
Steadicam: James Burgess
Gaffer: Greg Krzeszowiec
Electrician: Simon Mills, Dan Cloake
Sound Recordist: Danny Spiers
Colourist: Alex Gregory @ The Mill

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Hungry Ex-Raptors Player Delon Wright Makes a Serious Fashion Faux Pas in Latest Snickers Ad Campaign

Recently traded Raptors sensation Delon Wright surprised fans as he approached the locker room, red-carpet style, HUNGRY! Nothing good happens when an NBA player forgets to eat before a big game. The ex-Toronto Raptors point guard made a hungry decision and wore a ridiculously oversized suit, perhaps a throwback to 2003, on his tunnel walk to the locker room.

Just hours before one of the biggest games of the year, the usually fashion-forward Wright made the unexpected fashion statement by sporting a suit that reminded many basketball fans of the 2003 NBA draft class. When an image of Delon in the getup was posted to the Raptors social media accounts just before the game, the story went viral.

Within hours Wright was a national trending topic on Twitter and had been meme-ified dozens of times over. National sports publications, including Sports Illustrated, ESPN, Bleacher Report and Sportsnet, had all weighed in on the picture. The next morning, the picture set NBA Twitter ablaze and generated over 15 million impressions.

Most fans assumed this was a questionable fashion choice, but the next day it was revealed to be the result of an empty stomach when Wright went online to thank Snickers for satisfying his hunger and saving basketball fans from any future fashion fiascos. The stunt was a continuation of Snickers’ longstanding “You’re Not You When You’re Hungry” campaign and an amplification of their ongoing partnership with the Toronto Raptors.

The campaign stunt was conceived by BBDO Toronto and executed on social media by FleishmanHillard HighRoad (organic) and Mediacom (paid strategy).

“The tunnel walk has become a red carpet for NBA players,” explains Denise Rossetto, chief creative officer at BBDO Toronto. “It gets covered and talked about almost as much as the game itself, but we’d never seen a brand inject itself into this moment. We say this was a perfect opportunity for Snickers.”

The stunt proved that not only are you not yourself when you’re hungry, you also lose your swag. Hopefully Delon eats a Snickers before the next big game.

Creative Agency: BBDO Toronto
Chief Creative Officer: Denise Rossetto, Todd Mackie
VP, Associated Creative Director: Derek Blais
Associated Creative Director: Rana Chatterjee, Jeff Cheung
Copywriter: London Choi
VP, Group Account Director: Stephanie Page
Account Director: Stephanie Martins
Account Supervisor: Sydney Starke
VP, Planning: Tom Kenny
Digital Strategist: Courtney Dionne
Producer: Paul Fler
Editor: Jeremy Sedge

Media Agency: MediaCom
Social Media: FleishmanHillard HighRoad
Production: Flare
Post Production: Ricochet
Partnership: MLSE

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Rakuten’s ‘Life to the Power of R’ Debuts @ Grammys

Sports fans may have noticed the Rakuten brand on the jerseys of FC Barcelona and Golden State Warriors players, the latter as part of a three-year $60M partnership with the NBA champion franchise. Now, Rakuten is going all in with a TV campaign by Duncan Channon to officially launch its brand and e-commerce loyalty program in U.S. and Canada.

Two TV spots directed by Vania & Muggia -- the acclaimed duo known for their videos for Coldplay, Bob Dylan and DJ Snake -- immerse the viewer in a stylish world in which two young women explore and manifest their desires in life with nothing in the way. Artful effects create a bridge between each woman’s imagined wants and seamless purchases rewarded by Rakuten’s loyalty program -- subtly conveyed with the plus sign icon central to the brand’s online and in-app user experience. These aspirational purchases with Rakuten propel the characters toward meaningful life experiences, including running a marathon, and attending a best friend’s wedding.

With the campaign, Rakuten is introducing itself as a premium lifestyle brand to savvy consumers who want to be rewarded for their shopping in a way that facilitates their passions in life. “Life to the Power of R” is the first work by Duncan Channon for Rakuten North America as part of a new business win via competitive pitch. The win named Duncan Channon as creative lead for Rakuten’s North American launch. The agency also provided strategic and visual guidance on how to express the brand in North America.

TV spots “Runner” and “RSVP” debuted during the Grammy Awards Feb 10 in the U.S., and will air nationally on broadcast and cable networks including CBS, NBC, HGTV, Food Network, TLC and A&E. The creative will launch in Canada March 4. The campaign rollout will include two additional TV spots launching in spring 2019 -- including one featuring two-time NBA MVP Steph Curry.

Runner TV Spot:

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At a time when credit cards are often viewed as the primary way to leverage personal spending to accrue cash back and other rewards that fuel meaningful experiences, Rakuten adds a complementary layer to the shopping rewards ecosystem. Rakuten allows members to earn cash back while shopping at more than 2,500 retailers accessed through Rakuten.com or Rakuten’s app -- while also accumulating rewards from their credit card or retailer loyalty program. Rakuten has been working toward its entry in the North American market since it acquired cashback shopping platform Ebates -- with its 12M customers -- for $1B in 2014. The company plans to significantly enhance the current customer experience and cashback value proposition of Rakuten.com in its long-term bid to become the country’s ultimate loyalty platform.

Michael Lemme, Duncan Channon's Chief Creative Officer, states, “Rakuten is a lifestyle brand, so it was vital to tell stories that connect with with people’s real lives and aspirations. Nothing transactional,” said Michael Lemme, chief creative officer, Duncan Channon. “Rakuten rewards you for doing what you would anyway. These spots put the characters – their imaginations and aspirations – on center stage. You do you and Rakuten rewards you for it. It’s really that simple.”

Rakuten “Life to the Power of R” campaign credits

Client: Rakuten

Kimberly Miller – Chief marketing officer
Trever Gregory – Director of marketing
Brad Hebebrand – VP, creative

Agency: Duncan Channon

Michael Lemme – Creative director
Adam Zash – Senior art director
Andy Whalen – Senior copywriter
Rick Herrera – Senior copywriter
Shannon Burns – Senior designer

Suzanne Montgomery – Account director
August Fischer – Account manager


Rita Ribera Channon – Senior broadcast producer
Michelle Mirasol – Project manager

Kelleen Peckham – Strategy director

Production partners

Iconoclast – production
Vania & Muggia – Director
Charles-Marie Anthonioz – Managing director/EP
Valerie Romer – Executive producer
Julien Lemaitre – Producer
Roman Vasyanov - Director of Photography

Rock, Paper, Scissors – editorial
Adam Pertofsky – Editor
Derrick Monks - Assistant Editor
Janae Abraham – Producer
Dre Krichevsky & Esther Gonzalez - Head of Production
Raná Martin - Executive Producer
Eve Kornblum - Managing Director

a52 – color
Daniel de Vue - Colorist
Jenny Bright - Producer
Thatcher Peterson - Executive Producer

a52 – VFX Studio
Patrick Murphy – VFX supervisor
Adam Newman – CG supervisors
Andy Wilkoff, Andrew Romatz – CG lead

Stefan Gaillot, Matt Sousa, Steve Wolff, Richard Hirst, Dan Ellis, Adam Flynn, Michael Vaglienty, Chris Riley, James Buongiorno, Rod Basham – 2D VFX artists

Adam Newman, Andy Wilkoff, Ariana Ziae Mohseni, Mason Dash, Jun Kim, Evan Mayfield, Eric Molina, Karen Garcia, Chris Leone, Josh Dyer, Jose Limon, Jose Olguin, Mike Bettinardi, Michael Cardenas – 3D VFX artists

Kyu Kim, Trix Taylor, Chad Danieley – Animators
Pete Sickbert Bennett – Designers
Dan Ellis, Sam Kolber, Gabe Sanchez – Online editors
Michael Steinmann – Producer
Andrew Rosenberger – Production coordinator
Patrick Nugent & Kim Christensen – Executive producers
Jennifer Sofio Hall – Managing director

Squeak E Clean – music “RSVP”

Song: Go Get What You Want
Elliot Glasser and Katarina Gleicher – Composers
Drew Fischer – Sound designer
Rob Barbato – Creative director
Amy Crilly – Head of production
Amanda Patterson – Senior producer

Squeak E Clean – sound design “Runner”
Drew Fischer – Sound designer
Rob Barbato – Creative director
Amy Crilly – Head of production
Amanda Patterson – Senior producer

Good Ear Music Supervision – music supervisors “Runner”
“Catch Me” by Jarina De Marco
One Union – final mix
Joaby Deal – Sound engineer

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