Director Mike Mills, barrettSF "Make It Magical" For World Market

By

Robert Goldrich
Tuesday, Oct. 19, 2021

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Agency barrettSF has launched “Make It Magical,” World Market’s largest campaign this year to position the specialty-import retailer as the holiday destination. Included in the campaign mix is this :60, “Make It Magical,” directed by Mike Mills via production house MJZ.

For the spot, barrettSF recreated the holiday classic “Sleigh Ride” out of sounds made by World Market products. To do this, the agency worked with Mills and composer Roger Neill to discover and build the song with the perfect product sounds. From the sound of glasses clinking and knives chopping, every World Market product and its sound was considered. On top of building the song, the team worked closely to integrate the sounds and build of the song seamlessly into the story of the spot: a family getting ready to host a holiday party for their friends and family.  

“In creating something so interconnected and precise, the process was almost like reverse engineering a spot, so that was certainly new for us,” said associate creative director Byron Wages. “That said, we were in incredibly capable hands with Mike Mills. He worked with us to make something deceptively complex appear incredibly simple. His creativity and thoughtfulness remain unmatched.”

Campaign is running in the regional L.A. market.

Credits

Client World Market Agency barrettSF Jamie Barrett, chief creative officer; Todd Eisner, executive creative director; Byron Wages, Gabe Sherman, associate creative directors; Caylee Hubert, art director; Christian Zerbel, copywriter; Gaston Yagmourian, designer; Conor Duignan, head of production; Charlotte Dugoni, sr. producer. Production MJZ Mike Mills, director; David Zander, president/co-founder; Emma Wilcockson, exec producer; Youree Henley, line producer; Greig Fraser, DP. Editorial Exile Grant Surmi, editor; Erin Offenhauser, assistant editor. Music Evolution Music Partners Roger Neill, composer. Sound Design Henryboy Bill Chesley, sound designer. VFX Exile Federico Saccone, Oren Kaplan, VFX Flame artists; Kristina Thoegersen, post producer. Color MPC Mark Gethin, colorist.

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