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    RadicalMedia Director Derek Cianfrance Shatters The Silence For Sonos, Anomaly NY

    By SHOOTUpdated:No Comments3536 Views

    This Sonos spot titled “Shatter the Silence” debuts on Sunday’s GRAMMY telecast (2/12). Part of the new “Wake Up The Silent Home” campaign from Sonos’ new lead creative agency, Anomaly, this :90 was directed by Derek Cianfrance of RadicalMedia.

    The campaign shows the benefits that result when people who live together listen to music out loud at home, including: More time together and shared experience, more “I love yous,” even more sex. However an increasingly number of homes have gone silent–with no music being played or people turning more to personal digital or mobile devices to listen solo.

    In the “Shatter The Silence” spot, a young woman shatters the silence in homes via Sonos, opening up a new world of interaction among its inhabitants.

    It’s part of a movement to make social spaces more social. Home sound systems like Sonos can deliver mood-enhancing soundscapes, engaging political content, intellectually stimulating lectures and other worthwhile shared content. Reducing the isolation caused by immersive technologies can lead to more life satisfaction and better mental and physical health. It can also lead to families eating more meals together at home.

    A study showed that over half of Americans note their households spend more time interacting with technology than each other. 79% admit to having a silent home–not playing a single song –when hosting guests or entertaining. 86% of Americans shared that they’d like to spend more time doing activities in-person with family and friends.

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    Credits

    Client Sonos Agency Anomaly New York  Production RadicalMedia Derek Cianfrance, director; Gregg Carlesimo, exec producer. Editorial Rock Paper Scissors Biff Butler, editor; Lisa Barnable, post producer. VFX/Post MPC Music Music Track: Thin Lizzy–"Jailbreak" Audio Mix Heard City

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:AnomalyDerek CianfranceRadicalMedia



    Director Evan Silver, Indie Agency TiNY Battle Doggie Bad Breath With A Humorous “Mintervention”

    Monday, August 10, 2026

    Minties® is taking on dog breath again. And this time, it’s personal. Back in November, PetIQ’s Minties boldly declared “Dog Breath Is Over” in a newsbreak-style ad that introduced Minties FreshBitesTM--a line of innovative, chewy dog dental treats with that can be offered throughout the day for a long-lasting chew, so nothing gets between you and your dog in your closest moments. America responded by buying new Minties FreshBites by the millions, exceeding the brand’s most optimistic forecasts. So Minties and independent creative agency TiNY (the team behind the “Dog Breath Is Over” campaign) are following up on this story. And this time, it starts at Minterventions.com. “‘Dog Breath Is Over’ was the big message,” said Jissan Cherian, PetIQ’s chief marketing fficer. “Minterventions makes the message personal. If you’ve got a dog with stinky breath, we want to hear from you.” TiNY turned out two new spots for the Minterventions phase of the campaign. The first is this one titled “Cabbage” which features a dog named Mollie and an extendable hand. Why the extendable hand? “Mollie’s breath smells like she ate a skunk (who also has bad breath).”. A voiceover then asks the question at the center of the campaign: “Does your dog need a Mintervention?” Minties FreshBites is the answer, of course. Both spots were directed by Evan Silver of Reform School and edited by Tina Mintus out of Northern Lights in New York City. (Silver is an alum of SHOOT’s 2007 New Directors Showcase.) “It starts with a real, relatable problem,” said Mike Rovner, TiNY partner and chief creative officer. “That’s the TiNY way--we help clients build worlds they can live in. Once you set up the rules of the world, you can have... Read More

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