Wild Plum‘s Ericson Core has wrapped up a new commercial for Dial for Men, featuring some overgrown kids playing and working hard in the dirtiest of conditions. The director/DP teamed with agency Red Tettemer to create this spot which highlights paintballing, mud football, and dirt biking. After a long day of dirt-filled activity, the men can cut through the grime and get cleaned up with a hot shower accompanied with Dial.nn”It’s really a celebration of guys who get dirty for both work and play and take pride in the ‘war stripes’ of mud on their face and clothes,” said Core of the concept.nnShooting in Cape Town allowed Core access to some great actors for authentic performances, as well as beautiful, dramatic locations. “We had an incredible experience in South Africa,” remembers Core. “The crew was fantastic and we were very lucky in that the Cape Town area has a very active adventure sports culture. So we were able to get some great actors who also were able to perform without stunt doubles.”nn nnCore chose the ARRI Alexa camera system to shoot the commercial, citing it as “strong, robust, and with outstanding image results.” He continues, “The biggest challenge was keeping it clean! We wanted to have some very real and visceral footage and get the camera right in there with the guys, but as a result, our equipment and crew were very muddy. No one went home clean.”nnWorking with Red Tettemer on the project, Core found everyone to be on the same page with the same expectations. “The agency came with strong concepts and I have my creative input as well, but it is key that everyone ultimately is making the same project and that the correct tone is captured,” says Core. “That was the case here and as a result, we ended up with a great spot and it was a real pleasure working with the people at Red Tettemer.”nn”At the end of the day we had a lot of fun, got to shoot in some gorgeous locations, and got to play in the dirt!”nnCreditsnClient: Dial SoapnTitle: ‘OATH’ nAgency: Red TettemernAgency producer: Joe MoscanArt Director: Bill StarkeynCopywriter: Steve O’ConnellnnProduction: Wild PlumnDirector/DP: Ericson CorenExecutive Producer: Shelby Sexton / Sandy HaddadnLine Producer: Anton MaillienProduction Service (South Africa): Moonlighting nnAbout WILD PLUMnBoutique production house Wild Plum was founded in 2007 by industry veterans Shelby Sexton and Alisa Allen. Sexton, executive producer, and Allen, CFO, boast over two decades of combined experience, both having extended stints at the renowned Plum Productions.nnBased in the heart of Venice, Wild Plum handles some of today’s most exciting directorial talent and is dedicated to producing not only traditional commercials, but also new creative content in the fast-paced and ever-changing production industry. We are committed to great work and longstanding relationships, but most importantly, having fun doing what we love in the ever-evolving production world. www.wildplum.tv nnAbout ERICSON COREnKnown for his slick, engrossing and action-fueled visual style, Ericson Core is a welcome addition to the immensely talented stable of directors that currently make up the creative core of Wild Plum. Though he is best known for his distinct visual style, Ericson is also very well adept at working with clients and getting the most from his talent. His ability to balance both the look and feel of a project is second to none. He never forgets that all the visual flair doesn’t mean anything if you can’t deliver on the story. Ericson is a great student of film-making and that love of his craft translates to his final productions.nnEricson’s previous work in the commercial world has included several well received national spots for such major companies as UPS, BMW and Home Depot. On the feature front, Ericson recently directed Disney’s “Invincible.” In addition, Ericson has also worked as a cinematographer for such visual spectacles as ‘The Fast and the Furious’ and ‘Daredevil’.
Shelby Sexton WILD PLUM - Executive Producer 310.823.7445 (office) Contact Shelby via email
Contact:Sandy Haddad WILD PLUM - Executive Producer 310.823.7445 office Contact Sandy via email
NYF Advertising Awards Extends Entry Deadline To May 8; Executive Jury Shares Insights on What Defines Effective Work
New York Festivals Advertising Awards has extended its to May 8, 2026, as momentum builds ahead of Executive Jury judging. Leading up to judging, members of the 2026 Creative Marketing Strategy / Effectiveness Executive Jury, 11 respected strategy leaders from global agencies, are sharing perspectives on what defines impactful, results-driven work. Led by Ellie Bamford, Chief Strategy Officer, North America at VML, the jury will review shortlisted Creative Effectiveness entries selected by NYF’s Shortlist Jury, identifying work that demonstrates the power of insight-driven strategy and creative execution to deliver measurable business results. Several prominent jurors recently shared their viewpoints in conversations with Branding in Asia, offering an insider look at the thinking shaping this year’s evaluation process. Representing a global cross-section of strategic leadership, their perspectives highlight the standards that distinguish truly effective work. “As a juror, I will be looking for work that is unmistakably clear in its intent and genuinely original in its execution, ideas that feel inevitable once you see them, but surprising before you do,” said Takaya Hoshi, Chief Strategy Officer at Dentsu Japan. “I’m drawn to communication people can genuinely empathize with—work that doesn’t just communicate but connects so it resonates.” “I’m excited to judge the Creative Effectiveness and Strategy category,” said Jasmine Dadlani, Chief Strategy Officer at McKinney. “A... Read More