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    The Best Work You May Never See: Canadian Agency Target Creates Mount Pearl Rap Video

    By SHOOTUpdated:No Comments2957 Views

    Some cities have famous monuments. Some towns have historical relevance. Mount Pearl, the smallest city in Newfoundland has–free parking! Oh, and great work-life balance and strong wifi, too. And they’re so proud of all the little things that they’ve just dropped a rap video about their unknown city on the far east coast of Canada.

    Starring local real estate agent Jason Piercey, who brings an extreme amount of swag to his rap about a town that’s famous for nothing, “The Mount Pearl Anthem” showcases all the things the locals of this 23,000-person town love about their home. People are really nice. They’ve got automated garbage collection. They’ve got a town crier and a Frosty the snowman mascot. Peter’s Pizza and Landwash Brewery are great local spots, according to the rap. Mount Pearl is a progressive city with a non-traditional way of thinking. It’s hardly what you’d expect from a rap video or from a small city for that matter. Though mayor Dave Aker, or Mayor Dave as he’s known, is seen sporting his chain of office like bling.

    The idea for the video came from Target, a Newfoundland, Canada-based ad agency, which works with the city on its Economic Development marketing campaign. The campaign articulates the city’s innovative mindset alongside their forward-thinking business practices. Knowing the city’s administration is open to unexpected ideas, Target suggested a rap video as a fun way to help put “the Pearl” on the map. Because the people of the Pearl are so proud of their city, everyone got on board in an instant.

    “Mount Pearl may be an unknown place, in an unknown place (Newfoundland), but they are very progressive in their thinking and approach. They are all about humanity not bureaucracy,” says Jason Hill, creative director at Target. “Mount Pearl is not a big place but what they do have is who they are: a small city with a strong sense of home and sense of humor, which is refreshing in the current global political landscape.”

    Shot over the course of two days, the video features citizens aged eight to 88 giving their best Mount Pearl stance, including the Zamboni guy, those swimming seniors and that woman who just happened to be taking her mini pony for a walk. 

    While fun and whimsical, the video itself is meant to draw attention to all that Mount Pearl has to offer and make them stand out from the crowd.

    Directed and shot by TJ Derry via production company Dead Icon Collective, “The Mount Pearl Anthem” is available on iTunes and is coming soon to Spotify.

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    Credits

    Client City of Mount Pearl Agency Target Jason Hill, creative director; Grant Cleland, art director; Sean Atkinson, copywriter; Jessica Hill, Jane Hall, producers & strategy. Production Dead Icon Collective TJ Derry, director/DP. Postproduction Rooster Post Production Dave De Carlo, editor, color, finishing, VFX; Taylor McWade, VFX; Sarah Carlisle, assistant editor; Melissa Kahn, exec producer. Audio SNDWRx Didier Tovel, producer, composer; Alison Lawee, exec producer.  VFX A.G. Bell Animation Fort York VFX Kate Ballard

    Media Type:Music Video
    ScreenWork Categories:Music Video
    Screenwork Type:Best Work
    Video Tags:Dead Icon CollectiveTargetTJ Derry



    The Hudson Dusters Direct New Jersey Holiday Film For RWJBarnabas Health From Agency StrawberryFrog

    Monday, December 8, 2025

    This long-form spot for RWJBarnabas Health--directed by The Hudson Dusters of Greenpoint Pictures for ad agency StrawberryFrog--takes us to New Jersey families in the places and moments that matter most during the holidays. As the largest healthcare provider in the state, RWJBarnabas Health aims to show up in the everyday spaces where people already gather.

    Lensed in Nutley, Clifton and Montclair, the film for the “Jersey Spirit” holiday campaign uses a local cast of New Jerseyans to convey authenticity.

    “With this campaign, we wanted to bottle up the spirit of New Jersey during the holidays--the humor, the hustle, the heart,” said Tyler DeAngelo, chief creative officer at StrawberryFrog. “Every story told, from ordering Taylor Ham at a diner to sitting around Nonna’s table for the seven fishes, is a celebration of the traditions that make this state so uniquely vibrant. RWJBarnabas Health plays a central role in helping our communities live those long, connected, meaningful lives. This campaign celebrates that spirit with warmth, nostalgia and just the right amount of Jersey attitude.”

    In a joint statement The Hudson Dusters shared, “The holidays are the best time of the year in the tri-state. From the city decorated to a tee and everyone out in the streets bundled up to Jersey, where they decorate their homes and towns to the nines. The excitement is in the air at businesses, homes and diners. We loved creating an authentic spot for the folks of Jersey, some of the most prideful people in the country, who keep holiday tradition alive in a major way. We wanted the characters to be real. If you live in Jersey, you know them, they’re you, your neighbor, or at the diner down the block from you. We wanted it to be relatable and... Read More

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