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    A Funny Thing Happened on the Way To The Croisette

    By YES, BRANDUpdated:No Comments5681 Views
    Union Editorial has offices in Santa Monica, CA, New York City, Austin TX, and London. http://www.unioneditorial.com

    Comedy projects from Union Editorial’s Kourtessis, Haygood and Plew honored at Cannes

    NEW YORK and LOS ANGELES -- (SPW) --

    Three editors at bicoastal Union saw their work honored at last week’s Cannes Lions International Festival of Creativity: HelloFlo "First Moon Party" (aka “Faking It”), cut by Karen Kourtessis, won a Silver Lion in the Film category; taking a Bronze in Film was Taco Bell "Routine Republic," edited by Jim Haygood; and VW "Diesel Old Wive’s Tales," cut by Paul Plew, was shortlisted in Branded Content & Entertainment. Though diverse in style and tone, all three projects tickle the funny bone.

    In addition to the Silver Lion at Cannes, "First Moon Party" (Hayden 5 Media) was a winner last month in the Comedy category at the 14th Annual AICE Awards and is a two-time Webbie honoree. Written and directed by Jamie McCelland and Pete Marquis, the 2:20 “First Moon Party” puts a hilarious spin on the notion of a daughter faking her “first lady’s days” – and the party her mom throws in response. It is the second in a series of comedy spots and clearly the breakout, garnering more than 32 million views on YouTube.

    Turning its competition into a fast-food dystopian nightmare is "Routine Republic" (Deutsch LA) from Taco Bell. The piece was edited by Haygood, whose earlier collaborations with Deutsch include VW “The Force” (a Gold Lion winner that has become one of the most celebrated commercials of the 21st century). Under the direction of Arts & Sciences’ Michael Spiccia, “Routine Republic” envisions Mickey D’s as a piteous, Cold War-ish and boring society that inspires sadness and defection.

    The Union-Deutsch-VW dynamic was on display at Cannes with this year’s “Diesel Old Wive’s Tales”, in which the classic joke receives a new and refreshing treatment as three old wives “get racy” in a Volkswagen with their charming young stunt driver. One of 6 turbo-diesel spots directed by Eric Schotz of LMNO, it was dynamically edited by Plew and topped off with visual effects and finishing provided by the artists at resolution LA. Posted on VW’s tumblr and promoted through its Facebook page, the spot topped 1,000,000 views when it launched, proving that “fuel efficient does not mean fun deficient”.

    Let’s raise a glass of rose to the all the winners and toast another year of fun-filled campaigns from the editors at Union!

    About Union
    Union Editorial has offices in Santa Monica, CA, New York City, Austin TX, and London, where it maintains an alliance with Marshall Street Editors. Union is presided over by Partner/Managing Director Michael Raimondi and Partner/Executive Producer Caryn Maclean. The Union roster is comprised of Partner/Editors Jim Haygood, Einar, Jay Friedkin, Sloane Klevin, Marco Perez, and editors Nico Alba, Jinx Godfrey, Nicholas Wayman-Harris, Rachael Waxler, Daniel Luna, Jason Lucas, Paul Plew, Ben Longland, Laura Milstein, Eric Argiro, Mike Colao, Karen Kourtessis, as well as select projects with Tim Thornton Allen, Patric Ryan, and Ryan Boucher. www.unioneditorial.com

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    310-481-2200
     

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    SPW Category:Awards Show Announcements (News, Nominees, Winners)
    Tags:jim haygoodkaren kourtessispaul plewcannes festival of creativityunion editorial



    Quriosity’s Federico Mazzarisi Brings Lexus To Life In Another Aspirational Campaign

    Wednesday, December 11, 2024
    A new Lexus campaign from IW Group, directed by Federico Mazzarisi, taps into authentic depictions of the Asian-American experience.

    Two spots that capture authentic depictions of everyday life for an Asian American woman and her father, as well as for an Indian American cricket player – who just happens to be a star here in the U.S. – recently broke on targeted media. Created by the LA multicultural agency IW Group, they were directed by Federico Mazzarisi of Quriosity Productions and mark the second collaboration between the director and the agency for Lexus this year. “Colors” (see it below or here) opens with an Asian American woman and her father as they unload flowers from her Lexus RX 350h while the voiceover talks about how every generation needs space to grow. Next, we see her sketching blooms on her tablet before the pair is off again, heading for an art installation titled “Generations.” On the way, we see the Lexus RX in motion and featuring its technology and performance. The spot ends with father and daughter standing before an immersive floral display splashed across a screen that fills the frame. In “Across the Line” (see it below or here), acclaimed U.S. cricket star Saurabh Netravalkar is seen heading for a neighborhood youth cricket match in his Lexus RX 500h while the voiceover talks about “performing at the highest levels.” He arrives just in time to toss a ball to a young female player and asks whether she used the technique he taught her.  Both spots feature stylish depictions of the Lexus RX, along with touches that reinforce the cultural honesty of the work. Mazzarisi says the biggest challenge in executing the project was logistics. “When shooting two full creative... Read More

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