The “Goodness from Grit” campaign from agency Venables Bell & Partners tells the incredible untold story of the SIMI Winery’s fearless leader, Isabelle Simi. A woman pioneer in Sonoma Valley, Calif. winemaking, she overcame personal tragedy to successfully lead and grow her family’s winery through Prohibition, opening the company’s first tasting room in Sonoma Valley in 1934 when most other wineries were foundering after a decade of legalized temperance. She continued to develop the business and set its course for over 70 years. “Goodness from Grit” celebrates the connection between hard work and excellent wine by chronicling Simi’s challenges and ultimate triumphs that led to the success of the SIMI Brand today. It’s a timely message for those who share her spirit, and also cuts against a category that is defined by cliches of leisure and luxury.
SIMI and Venables Bell collaborated with MJZ director Nick Ball and two-time Academy Award-nominated (Atonement, Anna Karenina) cinematographer Seamus McGarvey to craft Simi’s story with the same attention to detail she poured into every bottle of her wine. The centerpiece of the campaign is this four-and-a-half-minute film which features an original cinematic score written, recorded and produced in Melbourne and Berlin by music house Stare Crazy.
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Credits
Client SIMI Winery Agency Venables Bell & Partners Paul Venables, chairman; Will McGuinness, chief creative officer; Gus Johnston, creative director; Ryan Hoercher, associate creative director; Aisha Hakim, sr. art director; Megan VanDagens, art director; Alyssa Lee, jr. art director; Marisa Valente, jr. copywriter; Dani Saputo, sr. designer; Hilary Coate, head of integrated production; Sasha White, sr. producer; Jenna Van Deventer, producer; Livia Biedermann, associate producer; Michelle Spigner, strategy director; John Principe, social & content strategist. Production Company MJZ Nick Ball, director; David Zander, president/exec producer; Emma Wilcockson, exec producer; Natalia Mussolana, producer; Seamus McGarvey, DP; Matias O’Donnell, production designer; Sol Montalvo, wardrobe stylist; Max Morales, 1st assistant director. Production Services, Chile Labhouse Finishing & VFX Method Studios Jesse Bradstreet, VFX supervisor; Scott Boyajan, exec producer; Hiltesh Solanki, CG supervisor; Laura Duncan, producer; Matt Welch, lead Flame artist; Cecile Tecson Broas, Cody Edwardson, Kelly Bumbarger 2nd Compositor: Chad Buehler, Alex Gitler, Flame artists; Matt Conway, Ed Mustaros, matte painting; Bradley Morris, Julie Jaros, animation; Kendrick Khoo, Sudipto Nath, Santosh Kumar k Modeling Artists: Sachin, Ilamkar, Abhishek Soni, Avijit Biswas, texture artists; Rick Fornek, rigging; Aswathi S, production coordinator; Kartiki C. Patil, production manager. Editorial Stitch Editing Leo King, editor; Chris Wilson, assistant editor, UK; Lawrence Ng, assistant editor, L.A.; Angela Hart, managing director, UK; Mila Davis, managing director, L.A. Music Stare Crazy Final Mix, Longform Stare Crazy Sound Design RNDM ORDR Sound Design Henryboy Bill Chesley, sound designer; Kate Gibson, exec producer. Telecine Postworks Peter Doyle, colorist; Eric Waldorf, Katy Gilmore, Brian Woos, color assistants; Patriciana Tenicela, finishing producer. Casting Fenner Casting (Santiago), Saigon (Buenos Aires)
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
