Let’s take a look at how this year’s Big Game ads used music to drive the story, support the message, and connect with viewers.
Ian Pons Jewell isn’t someone to mince words. As you’ll see right from the beginning of our conversation, he’ll say exactly what’s on his mind, which also says a lot about his creative work. There’s not much in the way of compromise. He’s directed surrealist music videos and short films, and translated that style into commercials that are equally as surreal, for brands ranging from Nike and Audi to Apple and Xbox.
Ego is a strange thing in advertising, or any creative field for that matter. In one way, it seems to be essential, but in other ways (like collaborating) it’s the stick in the gears. The small thing that’ll break down the entire process, and maybe the whole agency, in the end. For Danny Hunt, Creative Director at Lucky Generals and formerly at The & Partnership, Saatchi & Saatchi, and more, he’s found the right place for it.
There’s a myth that being a business person and a creative person are mutually exclusive, that they exist in different universes with parallel paths. According to Squarespace’s VP of Creative Ben Hughes, it’s the intersection between these paths where the real magic happens:
Sometimes a project is bigger than music or film, and we’re proud that Musicbed was able to contribute to the message in Nike’s “You Can’t Stop Us” spot. The piece is an inspirational examination of the struggles and triumphs we face, and how those struggles and triumphs can also bring us together.
It’s been 24 years since the last Bronco came off the line at Ford, so the iconic brand knew it needed to make a bold statement for the 2020 rerelease of its off-road workhorse. As their creative agency, Wieden+Kennedy’s internal team collaborated with Musicbed composer Ryan Taubert and Director Salomon Ligthelm to create a sound as epic as the campaign.
Launching your first feature is no small feat. Some will say the hardest part is finding an idea worth pursuing, or that the real roadblock is convincing other people that your idea is worth pursuing. Others point to the logistics of production as the real challenge. One thing is for certain: well-informed preparation goes a long way towards making the process smoother—helping you bring the film you’ve envisioned to life.
When you’re relaunching a brand as iconic as the Ford Bronco, there’s more than a little bit of pressure. It’s almost like remaking The Godfather. In other words, you better not screw it up or you’re going to have an army of angry fans at your door. Wieden+Kennedy’s team was facing this pressure head-on, and so much of their brand reveal hinged on the creative—specifically the director’s vision and the music.
Take Stink Studio’s Executive Producer Omid Fatemi, for example. He’s behind the TUMI x Chris Pratt spot, which is simple on the surface, yet infinitely effective—a funny film about a man packing for his first trip to Hong Kong. Of course, it helps to have Chris Pratt as your talent—but, there’s so much more to this project than that. And that’s where Omid’s magic tricks come in.