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Director Matt Aselton Displays Duracell Power In "Hallway" For W+K NY

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Robert Goldrich
Tuesday, May. 22, 2018

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W+K New York is launching a new round of work for Duracell, kicking off with 30-second spot “Hallway” which is part of the continuing “Trust is Power” campaign. 

The spot sheds a light on what happens when you can’t trust the battery power inside your new smart door lock--specifically, the Smart Lock fails without Duracell AAs and an apartment hallway becomes increasingly uncomfortable. Will the neighbors help? Will the super have a spare key? Will a small dog ever stop barking? 

Directed by Arts & Sciences’ Matt Aselton, “Hallway” debuted this week on all major networks.

Credits

Client Duracell Agency W+K New York Karl Lieberman, executive creative director; Eric Helin, Stuart Jennings, creative directors; Howard Finkelstein, copywriter; Grant mason, art director; Nick Setounski, head of integrated production; Alison Hill, executive producer; Alexey Novikov, producer; Dan Hill, director of brand strategy; Rachel Yoes, brand strategist. Production Arts & Sciences Matt Aselton, director; Mal Ward, managing director; Marc Marrie, exec producer; Christa Skotland, head of production; Zoe Odlum, producer. Local Production Services Suneeva Ian Webb, producer. Editorial Arcade Edit Dave Anderson, editor; Samuel Barden, cutting assistant; Sila Soyer, exec producer; Fanny Cruz, producer. VFX Framestore Sarah Hiddlestone, exec producer; Lily Tilton, producer; Matt Pascuzzi, VFX shoot supervisor; Liz Yang, 2D lead artist; Jose Arauz, Zavier Mojica, 2D artists; Aaron Batista, coordinator. Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. Audio Post Sonic Union Steve Rosen, mixer; Pat Sullivan, producer.

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