Creative incubator The Lab at Anonymous Content has released Wake Up, a short film presented by HP and directed by Olivia Wilde (who joined Anonymous Content last summer for her first commercial and branded content representation).
Wake Up stars Margaret Qualley as a woman recovering from amnesia, forced to rediscover her humanity in an increasingly digital world.
HP described the short as “a provocative invitation to start a conversation about how the technology we depend on for our information, entertainment, and social connection has come disturbingly close to supplanting the very interactions that make us human.”
The film debuted last week at ChefDance, an event during the nearby Sundance Film Festival in Park City, Utah.
“It was such a thrill to collaborate with Margaret Qualley, legendary cinematographer Matty Libatique [nominated for Oscars as DP of Black Swan and A Star Is Born], and the rest of our extraordinary crew to tell this story about what it means to be human,” said Wilde, who made her feature directorial debut last year with the critically acclaimed Booksmart.
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Credits
Client HP Production Anonymous Content Olivia Wilde, director; Matthew Libatique, DP; Akin McKenzie, production designer; David Webb, first AD; Eric Stern, managing director; Kerry Haynie, head of production; Laurie Boccaccio, line producer; Zac Ryder, Adam Groves, executive creative directors; Chase Hilton, Garrett Combes, lead creatives; Esther Peris, producer. Performers Margaret Qualley Editorial Work Editorial Neil Smith, editor; Marlo Baird, exec producer; Christie Price, producer. Color Color Collective Alex Bickell, colorist; Claudia Guevara, exec producer. VFX Moving Picture Company (MPC) Alvin Cruz, on-set supervision; Lexi Stern, exec producer; Sara Gbadamosi, producer; Benji Davidson, VFX supervisor/lead Flame artist; Sam Shiflett, Andy Roberts, Rob Ufer, Hector Cabrera, Peter Ulukpo, Sean Anderson, Ragesh Ramchandran, Manu Gopalakrishnan, compositors; Anthony Riccardi, Kris Fortin, designers/animators. Music Track “Otherside” by Perfume Genius. Music Supervision Walker Music Sara Matarazzo, Stephanie Pigott, exec producers; Danielle Soury, producer. Sound Design Jafbox Sound
Fresh off Lay’s 2025 beloved Super Bowl spot, “The Little Farmer,” and a global brand refresh, comes a brand-new commercial airing in the first half of the big game on Feb. 8.
Titled “Last Harvest,” the new emotionally driven ad follows a father-daughter potato farming duo as they pass down generations of potato harvesting knowledge, showcasing a true legacy in the agriculture community. Academy Award winner (Jojo Rabbit) Taika Waititi directed “Last Harvest” via production house Hungry Man for agencies Highdive and Frito-Lay in-house shop D3. Waititi brought his signature storytelling style to this year’s Lay’s ad, just as he did with “The Little Farmer.”
Set against a moving rendition of “Somewhere Only We Know” (originally recorded by English rock band Keane), “Last Harvest” weaves through heartfelt flashbacks, shining a light on the family-owned farms behind many of Lay’s potato chips.
“Last Harvest” was inspired by Neumiller Farms in Illinois, a family farm that Lay’s parent PepsiCo has worked with for decades. It’s a third-generation potato and vegetable farm now run by father and daughter team Tom Neumiller and Katie Floming, who grow 3,500 acres of potatoes annually. Their farm plays a vital role in the Lay’s story, with Tom now guiding Katie as she prepares to lead the farm’s next chapter.
