A new campaign for Blue Cross of Idaho by creative agency Langrand and production company Picture North sought to capture Idaho’s people and remote terrain, including the miles of protected forests, iconic mountain ranges, and flowing rivers, most of which are inaccessible without a plane or raft.
Director Henry Behel’s strong car and plane reel gave him the technicality to direct the spots but his focus and passion for intimate human moments are what drive home the campaign. Behel’s work consistently finds the shared ground between adventure and reflection by celebrating everyday people. A neighbor fixing their own roof, ranchers driving into town, and families on a commute to school–all of these moments highlight the beating heart behind the ethos of a town and community.
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SPW Credits
Client: BLUE CROSS OF IDAHO VP Brand, Marketing and Communications: Pam McNamara Director of Marketing and Brand: Emily Agerton. Brand Marketing Manager: Judy Mitchell Executive Vice President: Paul Zurlo President & CEO (also VO talent): Charlene Maher*
Production: PICTURE NORTH Executive Producer: Ryan Patrick, Martin Rodahl, Neha Datt Schultz Head of Production: Matt Bobbitt Head of Operations: Michael Nowicki Post-Production Supervisor: Stacey Nuzbach Director: Henry Behel
Producer: Ross Sauriol Director: Henry Behel Production Supervisor: Gretchen Oyster DP: Gus Bendinelli 1st AC: Jacob Depp Gaffer: Dan Misner Key Grip: Taylor Bickel Grip: Bill Zuehl Grip: Pat Metzler Wardrobe: Christine Burman Hair & Makeup: Danyale Cooke Art Director: Chris Anderson Production Assistant: Koby Parker Production Assistant: Nigel Sprague Drone Operator: Matt Roderick
Post-Production Editors – Michael Barker & Alison Gordon Color – Matt Osborne Mix – Jack Goodman VFX – Tyler Nathan Online – EJ Hansen
Talent Claire: Nichole Stull Claire's Daughter: Caslin Stull Sarah: Dorenna Schrader Keith: James W. Humphreys Hip Friend #1: Jessica Mayne Hip Friend #2: Skilar Stuart DIY Man: Charlie Finn Dog Walker: Rozlyn Chambers Running Kids (x3): Kyren, Rowan, and Raelynn Brady Horse Woman: Tahnee Fornstrom Waterfall Kid #1: Elon Clough Waterfall Kid #2: Kyren Brady Fly Fisherman: Shane Lowe Pilot #1: William Foote Pilot #2: Andrew George
Tecovas’ latest brand spot, “True West,” is a fever dream seen through the eyes of a young kid peering out the window of a train. As he watches the shifting landscapes, characters, and passions of the West roll by, our young hero imagines himself in it. It reminds us that being brave isn’t about being different, it’s about being yourself. Beyond the cattle drives and rodeos, the West is also art, music, diners, neon signs, roadside motels, and endless exploration. Narrated by the legendary Texas singer, songwriter, and visual artist Terry Allen, “True West” appeals to the universal, untamed place inside all of us that urges us to pull up our bootstraps and follow our hearts. Tapping into its appreciation for the journey and a love for the expansive beauty of the American West, Editorial Board is honored to provide editorial and finish to help bring the evocative film, exquisitely directed by Scott Ballew, to life.
