Top Spot of the Week: W+K, Director Gerson Aguerri Show That "Oregon Rocks"


Robert Goldrich
Friday, Jul. 1, 2022


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Travel Oregon is going elemental in this year’s campaign, “Extraordinary is Ordinary,” featuring the building blocks of the state in “Oregon Rocks,” “Oregon Water” and “Oregon Soil.” In a state where you can feel and experience things you can’t anywhere else, there’s a lot that sets Oregon apart from every other place.

It’s a state where beauty is commonplace and even the most mundane things provide a lot of magic. That’s why Wieden+Kennedy chose to focus its Travel Oregon campaign on the three most basic components that make up Oregon--rocks, water, and soil. In this campaign, W+K and director Gerson Aguerri via production company Canada filmed real people and used footage from real locations in all of Oregon’s seven regions and paired that with elements of stop motion, animation, CG, and practical FX to show people how in Oregon, "Extraordinary" is "Ordinary." 

This “Oregon Rocks” spot shows that Oregon does indeed rock.

“We believe Oregon is so extraordinary that even the basics like rocks, water and soil (which every state has) are extra special here. That even the mundane things are not mundane. Our water is specific enough to create the best beer and sake, our soil’s perfect for growing some of the best vineyards, and our rocks are what athletes train on. This campaign highlights that 'Extraordinary' is what this place is made of and what makes everything that happens here so special,” said W+K art director Nick Stokes, who served as a creative director on this campaign.


Client Travel Oregon Agency Wieden+Kennedy, Portland, Ore. John “JP” Petty III, Ana Balarin, Hermeti Balarin, executive creative directors; Nick Stokes, Ansel Wallenfang, Derek Szynal, creative directors; Elora Clement, art director; Rebecca Russell, Kamey Murphy, copywriters; Stefan Smith, VFX creative director/supervisor; Orlee Tatarka, head of production; Felicia Glover, Jennifer Fiske, sr. producers; Amy Streger, Victoria Tengblad-Kreft, design producers; Cathy Ormerod, Vicki Liu, designers; Anthony Holton, strategic planning. Production Company Canada  Gerson Aguerri, director; Marta Argullos, exec producer; Oscar Romagosa, CEO & exec producer; Lisa Margulis, managing director & exec producer; Malcolm Hadley, DP; Anna Colomer, production designer; Anthony Farquhar-Smith, head animator; Zlatin Radev, stop motion supervisor; Marta Loza, art director; Lili Dancheva, local art director; Ahida Agirre, stylist. Production Services Solent Films Live-Action Background Footage Katie Falkenberg, Patrick Stanton, Pond 5. Editorial Joint Eric Hill, editor; Charlie Harrington, Ian DeVore, assistant editors; Jenny Greenfield, producer; Kathleen Russell, exec producer. VFX & Finish Joint, Portland, Ore. Leif Peterson, Flame lead; MB Emigh, David Stern, Flame artists; Noah Poole, Amanda Elliott, Flame assist; Gavin Wright, CG artist; Nirad “Bugs” Russell, exec producer; Sarah Zerina Usmen, VFX post producer; Zai Outlaw, VFX post coordinator. Recruited artists include: Simone De Salvatore, matte painter; Brett Stenson, PDX artist & designer (Toolbox: stop motion animation, Flame) Color Joint Jasmine Vazquez, colorist. Original Music Marmoset Sound Design Joint Natalie Huizenga, sound designer. End Graphic Design  Brett Stenson Audio Post Joint Natalie Huizenga, audio engineer; Candace Mortier, associate audio engineer; Louise Woodward, audio producer; Kathleen Russell, exec producer.


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