Wake The Town
Gear Seven/Arc Studios/Shift
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High Five: Magic, Tears and Smirks


GAY CREATIVE LLC freelance creative director, Ezequiel Consoli, picks out some ads with the perfect human touch

High Five: Magic, Tears and Smirks

As a freelance Emmy-awarded creative finding insightful work that has meaning for brands, it’s a big important part of partnering with clients to make work that resonates with consumers. The best creative connects with consumers and people on a human level, finding truths about the ways we live and relate to products and brands. So, this is a selection of works that have found human truths and made work from them. The result? Magic, tears and smirks...

Nescafé - 'Jars'

Agency: Courage Inc
Production: Spy Films
Director: Omri Cohen
Post: Alter Ego x Outsider Editorial
Sound: Vapor Music

Nescafé is known for its coffee, but also for its jars, so they decided to tell a melancholic story about the things people do with theirs. Which for many like me, is a trip down memory lane.

The Farmer's Dog - 'Forever'

Agency: In-house at The Farmer's Dog
Production: Sanctuary Content
Director: Goh Iromoto
Post: Transformer x Royal Muster
Editorial: Cartel
Sound: Sound Lounge

If you were to think of one truth about our relationships with dogs, it would probably be that we wish they lived longer...or forever. So this piece tells the story about a dog throughout this young woman’s life to adulthood. Impossible not to cry.

Netflix - 'Netflix Is a Joke' Design Identity

Agency: Porto Rocha
Animation: Panic Studio

So we all know Netflix, and we know they have an offering of comedy, but how do you tell that story from a design perspective? Well, Porto-Rocha knew exactly how. They created an identity that has humour and fun, but also a beautifully clear and inviting design. Looking at it makes you smile.

Pringles - 'Wonderfully Different'

Agency: Grey London
Production: Biscuit Filmworks
Director: Jeff Low
Post: Untold Studios
Editorial: Shift Post London
Sound: Gramercy Park Studios

We all know Pringles have so many different flavours, and they keep getting more! But there is this sense of pride that comes with having a flavour you love. So using this idea of something being yours and being proud of it in a comedic way, I think they hit the mark with.

Hilton Hotels - 'Stay a While'

Agency: TBWA\Chiat\Day NY

Hilton turned a crowded space into a fun and exciting opportunity, by also seducing watchers into staying a little longer to watch it for rewards. Who could say no? After all, we spend more than 10 minutes on TikTok every day...

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High Five, Wed, 01 Mar 2023 12:30:02 GMT