This campaign was a blast and a lifelong dream to make.
Created and produced completely in-house, with the help of some incredible people... and with so much LOVE!
❤️ Pinterest 📌 House of Creative 📌
VP/Global Creative: Xanthe Wells
ECD/CW/AD: Becca Morton
CD/AD: Micaela Brookman
CW: Gage Clegg
Producers: Joyce Lee and Adrienne Bullock
HOP: Blythe Barger
Consumer Marketing: Sara Pollack, Shani Syphrett-Haynes, Louise Richardson, Michael Whitten, Nicole Williams, Emma Wallace
🎬 Directors: Alaska
✂️ Editor: Rami D'Aguiar (Cabin)
🪄 SFX: NOISE (Michael Gregory, Corinne DeOrsay)
🎵 Music: CAYA Music & Sound
🎚️ Sound: Formosa Group
🏁 Finishing: Ricky Gausis of TRAFIK
PInterest has long been known as a great upper funnel solution for advertisers. However, with the launch of our new performance products, Pinterest is delivering powerful lower funnel results: increasing traffic, boosting conversions and making visibility into campaign measurement much clearer.
In order to tell the story of Pinterest’s high performance in the lower funnel, we went all in on high performance, high action mini films designed to turn heads for performance marketers by literally speaking their language - clicks, conversions and funnels oh my! Early on in the process, we decided to use the old school technique of rear projection to achieve a cinematic, campy action feel for the films. Wardrobe and makeup had to telegraph the decades instantly but with a modern twist . Think high action, but high style, too — in a way that only Pinterest can.
Credits:
Creative: Pinterest House Of Creative:
VP, Global Creative: Xanthe Wells
Group Creative Director: Becca Morton
Group Creative Director: Nicole Michels McDonaugh
Lead Art Director: Mónica Hernández
Head of Creative Production: Blythe Barger
Executive Producer: Jill Silberstein
Production Company: Anonymous Content
Director: Tim Godsall
Editorial Company: Arcade Edit
Editor: Geoff Hounsell
Music: New Math
Graphics: Title Designer: Kurt Volk
The Pinterest “It’s Possible.” campaign showcases how Pinterest isn’t just about creating curated boards, it’s also about making things, well, possible. This latest installment takes viewers from inspiration, to execution, with an emphasis on “before and after” transformations. Using a unique combination of stop-motion, live-action and graphics, we see how Pinterest is there to help. Whether you’re renovating an apartment, planning a vacation, or the perfect Halloween party.
For too long, camera technology, has failed people of color by either making them look washed out or too unnaturally bright or dark.
Since the launch of Real Tone on Google Pixel 6 and Pixel 6 Pro last October, we have seen the difference camera representation can make. “Seen on Pixel” brings to life what Real Tone represents. It is a montage of beautiful photography of individuals and families from all walks of life, all photographed on Pixel 6 by our director Joshua Kissi and contributing photographers Deun Ivory and Aundre Larrow.
We partnered with award-winning artist Lizzo, who truly embodies the spirit of our campaign by always being her authentic self, unapologetically. Her powerful vocals as the soundtrack bring “Seen on Pixel” to life with a preview of her new song, “If You Love Me.”
The research leading up to the launch of the Pixel 5a revealed something kind of surprising, turns out there’s A LOT of headphone jack fans out there. We started talking about this on a call, which quickly led to us doing dueling Jony Ive (of Apple product videos fame) impersonations, which quickly led to this little film, which we think turned out “simply perfect”.
New phones are overhyped and overpriced. So we launched the new Pixel 3a (which costs just $399) by inviting 2 Chainz and Awkwafina to a nail salon so they could share a mutual rant about their expensive, unhelpful phones.
Just showing Pixel’s images wouldn’t be enough to claim our superiority against an iconic, beloved brand like Apple. So we worked with 72 and Sunny to create a campaign that shows the difference between shooting on their phone and shooting on our phone. Each execution became its own low light photo shootout between the latest iPhone and the Pixel 3. Same low light. Same shot. No editing. They were then placed side by side in iconic, high profile placements in urban areas known for their vibrant nightlife. In the end, the results spoke for themselves.
To launch the rebranded Google Nest devices, formerly Google Home devices, we wanted to show how these products can help real people in real world situations. Where they are simply part of people’s lives, often hardly noticed, for the most part existing in the background, but there when they are needed.
Making people’s lives just a little bit easier, a little bit better, or even a little bit more amazing, in countless subtle, and some not so subtle, ways.
This anthem film simply celebrates what lies at the heart of every Google product, and every human being - Curiosity. So to create it, we combined the most curious eye, and the most curious voice we could think of; Terrence Malick and Fred Rogers.
We had the incredible opportunity to spearhead three consecutive Olympic campaigns for Visa.
Starting in 2008 and the Beijing games. Games that were beset by the allegations of human rights violations, which had marketers running scared. So we came up with Go World. An idea that didn't celebrate a product, it celebrated humanity. Simply telling the stories of the amazing athletes that help to bring the world a little closer together every few years.
It quickly became Visa’s most successful sponsorship campaign ever and was the first Olympic campaign to do real-real time ads. Congratulating Michael Phelps, and others, seconds after their victories happened.
There were a lot of animal welfare organizations in LA. But not a lot of coordination between them. We came up with the No-Kill Coalition, and NKLA, to bring together all of the different organizations and unite them in a common cause. Specifically making Los Angeles into a no-kill city. And it's been wildly successful. Completely changing the way pets are adopted in the city. Partially due to NKLA adoptions centers, which we helped design, and which make the experience an incredibly positive one. Most importantly, as of 2018, Los Angeles has become a no-kill city.
Now, You can launch Snap by double tapping the back of your Pixel 6!
In less words…TAP TAP SNAP!
What better way to bring this to life, than composing an unforgettable (no matter how hard you try) track with this catchy set of words and marry it to a bunch of SNAP use cases and then add some fun “tap tap” animations?
So we did that, with the help of our friends New Math, Jonpaul Douglass and Buck and we made some stuff….fast.
We had this really cool idea. That we pitched to about five different clients in one form or another. And it never got done. And we’d kind of forgotten about it. When Scott Brown, a brilliant art director/ACD at Chiat came up with a typically brilliant way to spin it where it could work for a Nissan thing he was working on. Specifically Nissan’s annual sponsorship of the Heisman trophy and the “chase” for the trophy that takes place every year.
Honda had been put into review. And one of the first things we worked on when we first became freelancers was an Odyssey campaign, specifically to tout the addition of a vacuum, that was the primary component of that review. We came up with the idea of talking garbage and Gummi Bears, and RPA won the review.
To launch Motion Sense, the latest Pixel feature, we collaborated with our friends at YouTube music and Beyoncé’s director, Jake Nava to create a music video that showcased some of YTM’s new artists.
For our LatinX market, we staged a live stunt in Vegas. Despite being one of the highest streamed Reggaeton artist and winner of last year’s Best New Artist, Karol G did not receive any nominations for her new album. We teamed up with her to hijack the biggest stage outside of the Latin Grammys - and gave both her and Pixel 4 a platform to challenge and stand out. And while Karol G boycotted the event, she was still very much a part of the show.
And in anticipation of the Latin Grammy Awards, PAPER and Google Pixel teamed up to create an epic party in Las Vegas hosted by Karol G to celebrate the launch of the Google Pixel 4 and PAPER's digital cover featuring the Colombian urbano superstar.
The second car campaign we created for Honda was for their redesigned Civic. Which is aimed largely at millennials. This campaign played off of the idea that in a world of bad news, and depressing headlines, there is reason for optimism.
In 2011 we created the Grammy's “Music Is Life Is Music” campaign. Which was built around the insight that music is our audio autobiography. We created a mobile app that let people map out and share their own personal musical journey, while TV and billboards were used to tell the story of famous artists’ musical journey, and to drive people to the experience. Resulting in an engaging digital platform, and the highest ratings to date for the broadcast.
Go World had been hugely successful for Visa in 2008 and 2010. In 2012 we introduced the idea of a "global cheer". An online platform that gave people in countries all over the world the opportunity to “cheer" like never before. With motivational texts, photos, videos and by watching and sharing our content. And it worked. We had hoped for around 14 million “cheers”. We ended up with nearly 70 million.
Westfield set off to transform their centers into exciting, multifaceted destinations for shopping, dining, and entertainment. To bring this vision of the new new mall to life, we created a new identity for Westfield using playful juxtapositions that bring together fashion, food, and entertainment in unexpected ways. It’s showing people there’s always something new to discover at Westfield and boosting mall traffic along the way.
Historically Pixel advertising focused on establishing “Pixel” as a brand, while “Google” took a back seat.
With the launch of the Pixel 4 we wanted to do one thing, communicate that the Pixel smartphone is, really, the Google phone. An amazing device, from a brand you already know, love, and use every day. So we created a campaign that used the famous Google color pallet in big, bold, exciting, graphic ways to showcase everything that makes the Pixel amazing, and to forge a clear link between the Google and Pixel brands.
To celebrate Pride month, we collaborated with Buck to create Pride wallpapers for the Google Pixel.
Pioneer didn't have the money of its competitors. So it wanted a campaign that would stand out, and, as it was their first global campaign, it needed to work without relying on a lot of words and explanation. So we made the bold choice to do virtually everything in black and white, and let the evocative images tell the story.
E-trade was looking to move away from their iconic "talking baby" campaign and appeal to more serious traders. In these spots Kevin Spacey does Kevin Spacey things and celebrates those traders. Which E-Trade dubbed "Type-E".
We were tasked with creating an emotional campaign for J & J that wasn't about a specific product, but was about them as a company. So we came up with "For all you love." Which speaks to the fact that whether it's band-aids, soap or shampoo, they all have one thing in common.
The Visa "go" campaign won Chiat/Day the global business and became Visa's first truly global campaign. Launching simultaneously in countries around the world and serving as an invitation to get out there and live life to the fullest.
As part of our coast-to-coast tour of advertising agencies, we spent a year or so in Detroit at BBDO where we froze to death, ate too much and worked mostly on Chrysler. Specifically the retro PT Cruiser, which had just been turbo boosted.
In 2010 we capitalized on one of the things that had defined the first Go World campaign, real-time congratulations ads, and took it to the next level. Producing dozens of different versions of spots that would run depending on what happened. Celebrating athletes in the moment, and making people everywhere wonder how we'd done it and if we had Morgan Freeman locked in a recording booth somewhere.
Ratchet and Clank is famous for its outrageous, ridiculous weapons. This campaign brought those weapons out of the game, and put them in the real world.
The rules of the London underworld, be glad you don't live by 'em. In the campaign you see how the twisted morality that defined The Getaway games translates to everyday situations.
Vegas baby! People actually live there! We did for years, in fact. It’s where we met and started working together and while we were there we did some pretty fun stuff. Most of it for a series of different offbeat events being held in Laughlin Nevada, which is like Vegas’ weirder, smaller, cousin.
Michelob is actually a pretty good beer. No, really. But people thought of Michelob, if they thought of it at all, as old school and “their dad’s beer”. With this campaign we wanted to freshen up the Michelob image, but do it in a way that actually took that old school feel and turned it into a positive.
Mars wanted to get into the fresh Asian food market. That was all they knew. So we had the amazing opportunity to create a brand from scratch. From the backstory to the logo to the advertising to the website to the packaging. And even the recipes. And we came up with 7 Paths. A fresh, Asian stir-fry brand based on the culinary adventures of different people as they traveled across Asia.
