For its new “Strip Down to Naked” campaign, the Naked Juice brand teamed with agency Cramer-Krasselt, Chicago, to create work that would inspire people to escape from everyday life–stripping away the unwanted, the hassles of the daily routine–and instead do what makes them feel good, like drinking delicious 100% fruit and veggie juices from Naked Juice.
Visual effects artist Olivier Gondry directed the campaign’s two spots while his brother Michel Gondry, writer and director of Eternal Sunshine of the Spotless Mind, served as creative director. The Gondrys worked via production house Partizan with Fell Visuals serving as VFX house.
In this spot titled “Sidewalk,” viewers are transported form a busy backdrop of everyday life that is physically stripped way to reveal an escape to a new, serene environment.
CreditsClient Naked Juice Agency Cramer-Krasselt, Chicago Marshall Ross, chief creative officer; G. Andrew Meyer, executive creative director; Christina Calvit, group creative director; Jim Bernardin, Andres Schiling, associate creative directors; Tom Cronin, producer; Lizzie Bartek, planning director; Audrey Williams, sr. campaign manager. Production Company Partizan Olivier Gondry, director; Michel Gondry, creative direction; Amanda Clark Altham, line producer; Lisa Tauscher, exec producer. Editorial Whitehouse Post Marin Leroy, editor; Melanie Klein, producer. VFX Fell Visual Effects, Los Angeles Olivier Gondry, Russell Fell, VFX lead artists; Rachel Koch, exec producer; Andre Steyn, VFX supervisor. (Toolbox: Flame, Maya, Photoshop) Music & Sound Design Sonixphere Audio Wave Studios, Chris Afzal, sound designer & mixer; Eleni Giannopoulos, producer.
Top Spot of the Week: Director Jake Scott, Paramount Brand Studios “Make Your Gameday Epic” In “Gladiator II”-Inspired Pepsi Spot
Nearly 20 years after Pepsi’s “Roman Empire” made its mark on pop culture, the brand is returning to the arena with a colossal Gladiator-themed campaign titled, “Make Your Gameday Epic™.” Celebrating the start of the 2024 NFL season and the highly anticipated release of Paramount Pictures’ Gladiator II in theaters on Nov. 22, this short film--directed by Jake Scott via RSA Films for Paramount Brand Studio features Megan Thee Stallion, as Empress Megan, leading a legion of NFL superstars turned Gridiron Gladiators, including Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce, locked in an epic battle with ice-cold Pepsi at the heart of the action. A brand-new gameday anthem from three-time, Grammy award-winning artist Megan Thee Stallion soundtracks the campaign. The unmistakable “boom, boom, clap” from Queen’s epic track “We Will Rock You” is featured on a fresh sample with cutting new lyrics from Megan. The new track became available on all major music streaming platforms, and ahead of Megan hosting the 2024 MTV VMAs last night (9.11), where the track and music-video inspired spot were heard and seen throughout the show. “I’m honored to follow in the footsteps of the legends who appeared in this Gladiator campaign 20 years ago and proud to have carved my own new legacy,” said Megan Thee Stallion. “Pepsi really brought the worlds of music, sports and entertainment together in a powerful way to set off the new NFL season.” The spot opens with Lamorne Morris and Jake Lacy peering into a can of Pepsi Zero Sugar as it transforms into a colosseum. Empress Megan calls the shots, and the royal roster of NFL players are at her command as they all vie for her favor and a sip of an ice-cold Pepsi... Read More