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Washington Nationals – Thunderstruck Ad


For the third consecutive year, EP*Vision‘s Maryam Parwana East Pleasant Directors David Weinstein and Stash Slionski have teamed up with the Washington Nationals and their branding agency 40/40 on the team’s season advertising campaign and in-stadium display content.

This year’s entry is a thematic continuation of the past two campaigns, with a duo of high-intensity spots featuring action footage blended with studio footage of star players. Bold and defiant narratives – a hallmark of the team’s distinctive “Natitude” – pepper the spots, most powerfully in shorter ads focused on star players Bryce Harper and Stephen Strasburg.

“Going into the initial campaign with the Nationals in 2011, we knew that they were working on a three-year cycle and that they wanted a modular approach so that 2011, ‘12 and ‘13’s campaign would all work with each other seamlessly,” notes Weinstein. “The 2013 look worked fluidly with the Phantom campaign we shot in 2012 and the team was able to use all the assets in a cohesive package.”

East Pleasant has worked with 40/40 since 2007, when the two entities teamed up on a series of projects with NFL PLAYERS, the marketing arm of the NFLPA. The transition to working with the Nationals and COO Andy Feffer proved seamless. “There was a comfort level already established and we really knew what we could expect from 40/40 creatively and vice versa,” explains Weinstein. “No matter the shoot, there has to be a narrative to it, with great storytelling and great visuals, and 40/40 principal John Trotter understands that as well as anyone.”

Weinstein & Slionski’s extensive sports experience has given them a special skill set in working with athletes. “The first thing you have to realize with athletes is that they take direction better than anyone – most of them have been playing organized sports on a high level their entire lives, so they’re used to a regimented schedule and people telling them what to do all day, every day,” says Weinstein. “When they get on set with us, we just make them feel at home, play some music they like, and try not to take ourselves too seriously. Their job is stressful enough, so we just mess around and make it feel like a clubhouse.”

EP*Vision CD Maryam Parwana led post work on the campaign, recreating the fluid production pipeline from client to post that has contributed to the success of so many past campaigns.



Credits:
Client: Washington Nationals
Advertising Agency: 40/40
Production Company: East Pleasant
Director: David Weinstein & Stash Slionski
EP: Michelle Cuccuini Hicks
Director of Photography: Stash Slionski
Editorial: Pleasant Post
Editor: Chris Fiore/Parallel Universe
Producer: Taylor Colbert
Color Grading: Pleasant Post
Post/Effects: EP*Vision
CD: Maryam Parwana
Producer: Niabi Caldwell
Sound Design & Mix: Big Yellow Duck

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Silk Enlists Michael Phelps to Champion Progress as Perfection


Silk, the nation's #1 plant based beverage brand, launched a new campaign this week titled "Progress is Perfection", and starring gold medalist and world champion Michael Phelps in an unusual way – as the foil for "Greg", a hardworking everyman who drinks Silk and swims laps a few mornings every week and has no interest in attaining a Phelps-esque level of perfection. Greg, rather than Phelps, is presented as the ideal as Silk highlights that progress, in and of itself, is perfection. Watch the spot: https://www.youtube.com/watch?v=oxC0OHblyk0

"We see a lot of extremes around food and healthy living these days, but that's not real life for most people and Silk recognizes that," said Carlos Veraza, President of Essential Dairy & Plant Based for DanoneWave. "The message of the Progress is Perfection campaign is if you're making choices that are just a little better, however you define 'better', then that is perfection."

The campaign, which reinforces Silk's designation as the official Almondmilk of U.S. Figure Skating, will be supported by broadcast, digital, social and print. Silk believes that any small step towards a healthy, active, and positive life should be considered progress, and that is perfect. This spot is the first of several which will each showcase different types of progress happening in our day-to-day lives but for which we may not give ourselves enough credit. The TV spot created by Fallon Minneapolis helps kick off a multi-channel brand campaign where Silk celebrates the idea that "Progress is Perfection."

"We wouldn't want human perfection for anyone. For 99.9% of us that is an unreachable goal," said Rick Utzinger, Creative Director at Fallon. "Silk commends and salutes people's progress and that, in and of itself, is perfection."

Fallon began working with Silk in 2015, providing strategy and creative for the brand as part of a relationship with Danonewave.


Learn more about Silk and its wide array of plant-based products at https://silk.com


Credits:

AGENCY: FALLON
Chief Creative Officer: Jeff Kling
Creative Director: Rick Utzinger
Senior Copy Writer: Simon Roseblade
Senior Art Director: Jay Morrison
Head of Production: Pat Sidoti
Integrated Producer: Erin Kirby
Head of Business Affairs: Brendan Lawrence
Director of Account Service & Digital: Matt Benka
Business Lead: Jordan Hoffarber
Account Supervisor: Natalie Harrison
Account Manager: Julia Frayne
Group Planning Director: Chad Koehnen

PRODUCTION: IMPERIAL WOODPECKER
Director: Stacy Wall
Director of Photography: Mihai Malaimare Jr.
Producer: Anita Wetterstedt
Executive Producer: Charlie Cocuzza
Managing Partner, EP: Doug Halbert

EDITORIAL: ARCADE
Editor: Will Hasell
Senior Producer: Rebecca Jameson
Assistant Editor: Tessa Malsam
Managing Partner: Damian Stevens
Executive Producer: Crissy DeSimone
Head of Production: Kirsten Thon-Webb

COLOR: MPC
Colorist: Mark Gethin
Color Producer: Rebecca Boorsma

VFX/POST: TIMBER
Creative Directors, Partners: Jonah Hall & Kevin Lau
Executive Producer: Sabrina Elizondo
Flame Artist: Chris Homel
Flame Assist: Brandon Harden, Brack Hightchew
Producer: James L Reid
Senior Art Director: Jon Lorenz
2D Artist: Zach Carnes

AUDIO POST: ELEVEN SOUND
Mix / Sound Design: Jeff Payne & Ben Freer
Assistant Mixer: Andrew Smith
Executive Producer: Melissa Elston
Producer: Maddee Bonniot

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