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    Top Spot of the Week: Cartwright and Director Noam Murro “Choose Better” For BODYARMOR

    By SHOOTNo Comments225 Views

    Ad agency Cartwright teamed with director Noam Murro of Biscuit Filmworks on this “Choose Better” spot designed to immerse viewers in a bleak, mechanical world of routine and conformity—until BODYARMOR Sports Drink and its athlete ambassadors break through. NHL legend Connor McDavid of the Edmonton Oilers, NFL quarterback Joe Burrow of the Cincinnati Bengals, WNBA Champion Sabrina Ionescu of the New York Liberty, and wide receiver CeeDee Lamb of the Dallas Cowboys, represent individuals who defy expectations and push for something greater.

    “The category is flooded with sameness–athletes yelling, sweating, running. We wanted to take a risk, to make people pause and think,” said Keith Cartwright, founder and chief creative officer of Cartwright. “This campaign is about asking deeper questions: Are we just following the herd, or are we making intentional choices–especially when it comes to what we put in our bodies?”

    The production itself matched the creative ambition: five shoots across five weeks in four locations, all stitched together with cinematic precision. Murro led principal filming in Mexico City, with athlete segments captured across Canada and the U.S. Editor Neil “The Professor” Smith cut the spot while Parliament delivered striking visual effects, and Human Worldwide crafted a layered score.

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    Credits

    Client BODYARMOR Agency Cartwright  Keith Cartwright, founder & chief creative officer; Brigg Bloomquist, Nate Ripp, creative directors; Andrew Loevenguth, head of production; Alex Hoffman, producer; Scott Dobbin, sr. copywriter; Deandra Stokes, sr. art director. Production Biscuit Filmworks Noam Murro, director; Andrew Travelstead, exec producer; Emily Skinner, line producer; Shawn Lacy, founding partner; Sean Moody, head of production; Phedon Papamichael, DP. DOMO, professional athlete content unit Noah Canopask, director; Rani Melendez, exec producer; Eric Ulbrich, DP; Gary Gillepse, line producer. Editorial Work Editorial Neil Smith, editor; Drew Rissman, exec producer; Samantha Axelrod, producer. Color Company 3 Jill Bogdanowics, colorist; Matt Moran, producer. VFX/Conform/Post Parliament Phil Crowe, founder; Udesh Chetty, lead creative; Anna Vegezzi, sr. producer; Eric Mason, lead Flame artist; Mario Kotevski, producer; Daniela Zepeda, Eric Putnam, post producers. Audio Post Lime Studios Ben Tomastik, sound engineer & mixer; Klaudia Bennet, mix assistant; Susie Boyajan, exec producer. Music KO Music, London. Original composition by Phillip Kay

    Genre:Sports
    Media Type:Commercial: Television
    Video Tags:Biscuit FilmworksCartwrightNoam Murro



    The Best Work You May Never See: Toblerone, LePub Milan, Director Martin Werner Enjoy “Chocolate Like Nobody’s Watching”

    Tuesday, May 20, 2025

    The triangle-shaped Toblerone returns by taking a stand for how chocolate should be enjoyed. “Chocolate Like Nobody’s Watching” is the brand’s new global campaign from LePub Milan, which includes this spot that shows how beautiful giving into chocolate can be, with scenes of people enjoying Toblerone chunks without fear of judgment.

    For so long chocolate advertising has told us that we should eat chocolate in a certain way, delicately, in tiny bites that almost float in your mouth like feathers on the skin. But this is a misrepresentation of how we actually want to enjoy it. When we crave chocolate, we don’t want demure eating rituals; we want to devour it, munch it, and fully enjoy it.

    Danish filmmaker Martin Werner directed the film which captures folks fully indulging in Toblerone bites. Prodigious served as the production company.

    Mihnea Gheorghiu, LePub’s global co-chief creative officer, said, “With ‘Chocolate Like Nobody’s Watching,’ we’re redefining what chocolate indulgence really means. It’s about embracing the messy-good moments that come with the true enjoyment of Toblerone. This campaign invites everyone to stop holding back and savor chocolate the way it’s meant to be experienced: no rules, just pure pleasure”.

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