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Creative

Southern Company's New Spot Asks "Where Do The Naysayers Go When Impossible Happens?"

Scenic comedic spot developed by Fitzco was directed by Matt Devine of Biscuit Filmworks and edited by Kim Bica at Arcade

Southern Company's New Spot Asks "Where Do The Naysayers Go When Impossible Happens?"

Agency partner Fitzco helped them tell this story in a new :30 spot that recently broke and runs nationally. The spot depicts the Island of No, a place where naysayers who don’t believe or support innovation are exiled to. 

We then see Southern Company employees and clients discussing Innovative ideas like smart neighbourhoods, hospitals that don’t lose power and environmentally unrivalled sports stadium. And we see how one naysayer finds her place on the island.

“Every great idea in history has been met with people saying no,” said Fitzco ECD and writer Mitch Bennett. “Then the moment the idea becomes reality, those people are instantly gone. We wondered, where do they go?”

The spot was directed by Matt Devine of Biscuit Filmworks and edited by Kim Bica at Arcade. It’s part of Southern Company’s new campaign, “Building the Future of Energy,” which includes OOH, digital and print.

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Client

Advertiser: Southern Company

Managing Director: Evan Levy

Creative Agency

Creative Agency: Fitzco

Executive Creative Director: Mitch Bennett (Copy), Wes Whitener (Art)

Group Creative Director: Ryan Boblett

Group Account Director: Helen Bautista

Head of Integrated Production: Christine Sigety

Director, Project Management: Kelly Simpson (Supervisor)

Account Supervisor: Lora Schipper

Senior Producer: Anna Askew

Chief Strategy Officer: David Matathia

Production Company

Production Company: Biscuit

Executive Producer: Holly Vega

Director: Matt Devine

Producer: Lisa Stockdale

Managing Director: Shawn Lacy (Partner)

Offline

Edit Company: Arcade

Editor: Kim Bica

Senior Producer: Alexa Atkin

Executive Producer: Crissy DeSimone

Head of Production: Kirsten Thon-Webb

Managing Director: Damian Stevens (partner)

Post Production / VFX

Post Production Company: Jonah Hall & Kevin Lau

Flame Artists: Todd Mesher, Brandon Harden

Producer: Jillian Lynes& Seth Gantman

Nuke: Michael Loney

CG: Brandon Lester

Executive Producer: Sabrina Elizondo

Music

Music Company: MassiveMusic

Composer: MassiveMusic

Creative Director: Elijah B Torn

Executive Producer: Keith Haluska

Engineer: John Bolen

Sound Mix: Formosa

Other

Editing and Online: Timber