Naked Juice, Cramer-Krasselt Enlist The Gondrys To Strip Away Life's Hassles


Robert Goldrich
Tuesday, May. 4, 2021


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For its new “Strip Down to Naked” campaign, the Naked Juice brand teamed with agency Cramer-Krasselt, Chicago, to create work that would inspire people to escape from everyday life--stripping away the unwanted, the hassles of the daily routine--and instead do what makes them feel good, like drinking delicious 100% fruit and veggie juices from Naked Juice.

Visual effects artist Olivier Gondry directed the campaign’s two spots while his brother Michel Gondry, writer and director of Eternal Sunshine of the Spotless Mind, served as creative director. The Gondrys worked via production house Partizan with Fell Visuals serving as VFX house.

In this spot titled “Sidewalk,” viewers are transported form a busy backdrop of everyday life that is physically stripped way to reveal an escape to a new, serene environment. 


Client Naked Juice Agency Cramer-Krasselt, Chicago Marshall Ross, chief creative officer; G. Andrew Meyer, executive creative director; Christina Calvit, group creative director; Jim Bernardin, Andres Schiling, associate creative directors; Tom Cronin, producer; Lizzie Bartek, planning director; Audrey Williams, sr. campaign manager. Production Company Partizan Olivier Gondry, director; Michel Gondry, creative direction; Amanda Clark Altham, line producer; Lisa Tauscher, exec producer. Editorial Whitehouse Post Marin Leroy, editor; Melanie Klein, producer. VFX Fell Visual Effects, Los Angeles Olivier Gondry, Russell Fell, VFX lead artists; Rachel Koch, exec producer; Andre Steyn, VFX supervisor. (Toolbox: Flame, Maya, Photoshop) Music & Sound Design Sonixphere Audio Wave Studios, Chris Afzal, sound designer & mixer; Eleni Giannopoulos, producer.

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