Directed by production house MJZ’s Craig Gillespie (known for film work including I, Tonya and Lars & The Real Girl, and commercials for brands including Nike, Apple, Call of Duty, Snickers), this campaign for Vistaprint created by Austin, Texas-based agency CALLEN centers on different small business owners who each experience what could be a disastrous moment for their companies. Each business owner, though, tackles the challenge with ease, with the help of Vistaprint.
In this spot, “Ready for Anything,” a yoga instructor sees a meteor make a flaming impression on her studio. Not to worry. She’s nimble enough to take marketing advantage–and so is Vistaprint with everything she needs in terms of fashioning a new brand identity.
Vistaprint’s marketing campaign is running in the U.S., U.K. and France on YouTube.
Credits
Client Vistaprint Agency CALLEN Craig Allen, founder, chief creative officer; David Hughes, managing director; Julianna Stimon, head of strategy; Kelly Marshall, brand director; Angela Dai, art director; Sam Carlson, copywriter; Matt Nail, Kyle Davis, Brandon Mugar, Reuben Hower, creative directors; Matt Mattingly, executive producer (Hone Production). Production MJZ Craig Gillespie, director; Emma Wilcockson, exe cproducer; Martha Davis, producer. Editorial Mackcut Gavin Cutler, editor; Gina Pagano, exec producer; Megan Heard, assistant editor; Marc Healy, sound design. Sound Design Henryboy Bill Chesley, sound designer; Kate Gibson, exec producer. Music Walker Abbey Hendrix, exec producer; Julianne Wilson, music supervisor; Christopher Keyes, engineer. VFX KEVIN Tim Davies, ECD/partner/lead artist; Sue Troyan, sr. exec producer/partner; Mike Dalzell, head of CG/CG lead; Jami Schakel, sr. VFX producer; Andrew Cowderoy, VFX producer; Rob Winfield, Susanne Scharping, Tim Bird, Steve Cokonis, Steve Gibbons, Robert Murdock, Brad Scott, 2D team; Carl Harders, Nico Sugleris, Matt Longwell, Kerry Graham, Bryan Repka, Igor Stefanovic, CG team.
Following the success of The Talking Tree campaign created for Agency for Nature in London, Droga5 London & Droga5 Dublin, part of Accenture Song, brought this innovative AI-powered experience to South by Southwest (SXSW) in partnership with The Trail Conservancy, UK Advertising, Locate Productions and Purpose Disruptor-led effort Agency for Nature. Expanding on the campaign’s mission to reconnect young people with nature, this first-of-its-kind activation gave visitors a chance to engage in real-time “conversations” with a living tree, inspiring new ways to consider their relationship with the natural world.
The Talking Tree experience was an extension of a SXSW panel featuring the project entitled “Earth’s Biggest Brief: The World’s First Agency for Nature” hosted by UK Advertising at UK House on Sunday March 9.
Building on the original London activation featuring a 150-year-old horse chestnut tree, the Talking Tree experience was brought to life in Austin with a 50-year-old live oak tree located along the Hike & Bike Trail near the center of SXSW activity. Over two days, festival-goers engaged in tech-enabled conversation with the tree, which used real-time sensory data to “speak” about its surroundings, history, and connection to the environment.
Signals from the tree are translated into a voice, shaped by data from over 10 sensors measuring bioelectrical signals, wind speed, temperature, soil moisture, humidity and more, alongside historical insights about the tree’s lifespan. These inputs feed into a local large language model (LLM), which acts as the ‘brain’ of the tree’, shaping the tree’s personality and enabling live, real-time conversations.
Over two days at SXSW, The Talking Tree engaged... Read More
