Easy Mondays produced the social content piece, part of the larger campaign that aired on Game Day
It is apt that "The Cardi B & Offset Meal," created for McDonald's via agency Golin, produced by Easy Mondays, and directed by LOBOS (the team comprising director/dps Carmelo Varela and Andrew Garcia), is intended for presentation online on and social media. The :56 conversation distinguishes itself from the commercial that aired on the Super Bowl (and is separate from the “Knowing Their Order” portion of the campaign – which the directing duo did not shoot) as a simple, intimate, and organic piece, just a sweet couple talking about their relationship.
“Carmelo and I love to let real-life moments unfold within our takes,” said Garcia. “For us, it's always less about what needs to be said and more about what feels right in the moment. We knew Cardi and Offset felt comfortable letting their personalities lead the story, versus having our script dictate every beat. So, we really leaned into that angle.”
Knowing how important it was to cultivate an intimate environment, the directors limited the number of people allowed on set, so the piece “could really feel like we were a fly on the wall listening in on a date with Cardi B and Offset,” Garcia continued. “With all that said, we also appreciate the couple’s willingness to share some intimate stories and give us a glimpse into their lives.”
While the concept was solid, Cardi B and Offset delivered responses that determined the flow of the segment, including those beats that revealed humor, tenderness, and mutual ease, all in under a minute. “I think there’s always a bit of challenge when it comes to making a semi-scripted piece feel cohesive,” said Garcia. “But this is where I think Carmelo and I let our documentary instincts kick in. The more we lean into the unexpected, the more beautiful the content comes out. The unpredictability of the moment always forms a beautiful story if you allow it to. We’re really happy that everyone has been connecting to the piece.”
Additional work by LOBOS includes projects for Timberland, Rolling Stone, and Miller.
About Easy Mondays
Easy Mondays is a bespoke production company established by a bunch of creative gourmands, voyagers, and trendsetters. We circled the world more than a couple of times last year. We produced moving pictures about cars, food, beverages, health, rock and roll, fashion, social issues, we published trendsetting magazines on travel and the pleasures of life, we wrote and photographed books. In short, we spent countless hours devoted to finding the most cinematic experiences around the globe, and we brought our babies and dogs as witnesses! Our pursuit in the never-ending circle of life is to create the most engaging content for our clients. We are known for our high-quality productions and our taste at selecting excellent restaurants in the most remote regions. And we do all of it because we love it, because it is in our ethos, and because we shine the most when we are crafting astonishing stories together.
The Easy Mondays roster boasts an eclectic mix of comedy (from all-embracing to zany), storytelling, live action, documentary, VFX, and tabletop, General Market and Hispanic Market, united in its cultural diversity and the distinct imprint of each director and team: Biceps, Rocio Crudo, Luis Gerard, Kristian Mercado, Alina Montero, Peter & Annie, and Beatriz Sanchez. The company talent pool also includes EM + Poster directors Sebastian Caporelli, Plastico, and Maca Rubio.
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2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagรกn Muรฑoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors whoโll highlight this yearโs winners. The conversation will include a discussion about the winning work, including insights... Read More