Director Nina Holmgren’s latest work, “Move How You Want,” for Beats By Dre is set to Vince Staples’ track “Magic” from his newly released album. Produced by SMUGGLER for agency Translation, the film is an instinctual and movement-filled piece, crafted around the contagious energy of the one thing which moves us all–the beat.
Set in and around visually heightened worlds, the piece celebrates the diversity of an entire culture unified by music. Both playful and momentous while rooted in authenticity, the film features Staples, Naomi Osaka, Kaia Gerber and Quenlin Blackwell. True to Holmgren crafts a dramatic visual poetry with moments that capture the essence of the brand.
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Credits
Client Beats By Dre Agency Translation Dan Blaney, producer; Jason Campbell, executive creative director; Castro Desroches, creative lead; Rachel Leathers, sr. art director; Mia Madrid, sr. copywriter. Production SMUGGLER Nina Holmgren, director; Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn, exec producers; Chad “Frenchie” Alburtis, productgion supervisor; Sig Culhane, productoin coordinator. Ryan Marie Helfant, DP; Karen O’Brien, producer; Zaida Fakih, 1st AD; Boma Pennebaker, 2nd AD; Miranda Lorenz, production designer; April Custodio, casting director; Jon Boogz, movement director; Camille Garmendia, wardrobe; Neicy Small, hair & makeup; Illanka Verhoeven, Naomi Osaka hair; Autumn Moultrie, Naomi Osaka makeup; Corey Stokes, Vince Staples’ stylist; George Cortina, Kaia Gerber’s stylist. Editorial Cagin Robert Lopuski, editor; Hope DuHaime, sr. post producer. Color Grade Company 3 Sean Coleman, colorist; Matt Moran, producer. VFX Shape + Light Arielle Weir, VFX producer; Rob Trent, managing director/creative director; Miles Kinghorn, lead Flame; Scott Boyajan, exec producer. Sound Design Ballade. Music Vince Staples. Cast Naomi Osaka, Vince Staples, Kaia Gerber, Quenlin Blackwell
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
