Last month, Foot Locker and Timberland(R) teamed up with hip-hop legend Nas to launch the 2017 Timberland Legends Collection limited-release series of boots. To promote the collection, agency Pereira & O’Dell NY turned to bicoastal production house Gentleman Scholar to turn out a campaign consisting of colorful animation ads which document pivotal moments in the rapper’s personal journey to artistic expression and success.
Directed by Gentleman Scholar's Chace Hartman, William Campbell and Will Johnson, this spot titled “Dictionary” is the latest installment in that campaign, presenting an animated Nas recounting his drive to change the vocabulary of hip-hop. Flashing back to his teenage years scouring the dictionary cover-to-cover, the moving tapestry of words, colors and beats set in and around NYC’s subway renders the artist’s spoken recollections as vibrant visual poetry. With each new episode dedicated to a new Legends Collection release, “Dictionary” signals the arrival of Timberland’s Volume VIII 6” Premium Strap Boot in stores. With Squeak E. Clean Productions onboard for original music, the series will unveil two more videos in the weeks to come, and two more sets of limited-release Timberland boots.
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Credits
Client Timberland Agency Pereira & O’Dell, New York Dave Arnold, executive creative director; Jake Dubs, Juan Leguizamon, creative directors; Maya Renz, art director; Tennille Teague, head of content production; Jon Serna, sr. digital producer; Rhea Phipps, associate producer. Production Gentleman Scholar Chace Hartman, William Campbell, Will Johnson, creative directors/directors; Christina Roldan, exec producer; Christina Barna, Macauley Johnson, art directors; Sue Yee Hubbard, Kirsten Noll, sr. producers; Christopher Wolfgang Mauch, storyboard artist; Cam Floyd, Christina Liang, Jina Kwon, Cristina Barna, Hana Eunjin Yean, Macauley Johnson, Trish Janovic, designers; Laura Yilmaz, Harry Teitelman, lead cel animators; Taik Lee, Ana Chang, Matt Everton, cel animators; Christopher Wolfgang Mauch, Stephanie Simpson, Sam Kim, Aly Tain, additional cel animation; Aaron Kemnitzer, Ana Chang, Lauren Tom, Henry Pak, Pablo Robleto, 2D animators; Alison Alvarez Avila, additional animation; Aaron Kemnitzer, Arsen Arzumanyan, 3D animators; Aaron Kemnitzer, Henry Pak, Lauren tom, Pablo Robleto, compositors; Arsen Arzumanyan, previz artist. Music Squeak E. Clean Productions
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
