Project:

Acura

'TLX'

Type:

Recent, Live Action

This is the kind of world we love to sink our teeth into. We like to walk through the museum in our muddy boots. We love to find that unexpected juxtaposition that captures the essence of the story. The right image in the right moment. That gentle kiss and the slap in the face. This is thesis, antithesis, synthesis. This is 1+1= I could tell you but you’d never be the same.


2017 is the year mobile becomes the number one way people will consume video. This is the first commercial to be shot vertically as a truly social-first campaign. We rethought formats, composition and production. We designed a spot for mobile that looks just as amazing when broadcast on TV.

Credits

  • Production Company: Scholar
  • Directors: William Campbell & Will Johnson
  • Executive Producer: Jo Arghiris
  • Head of Production: Rachel Kaminek
  • Line Producer: Richard Kaylor
  • DP Beauty: Ross McLennon
  • DP Location: Jordan Valenti
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  • Design & Animation: Scholar
  • Creative Directors: William Campbell & Will Johnson
  • Executive Producer: Jo Arghiris
  • Head of Production: Rachel Kaminek
  • Art Director: Michael Tavarez
  • Sr Producer: Kirsten Noll
  • Designers: Gautam Dutta, Steve Lee, Cynthia Lou, Brandon Smith
  • Additional Design: Macauley Johnson
  • Additional Art Direction: Juan Carlos Cuadra
  • 2D Animators: Jeffrey Jeong, Wu Hyun Lew, Henry Pak, Andrew Tan
  • Cel Animation: Matt Everton
  • 3D Generalists: Ryan Kaplan, Mike Ko, Brandon Lester, Kevin Lim, Billy Maloney, Fede Ponce
  • Dynamics/FX: Adedunmola Olanrewaju
  • Compositors: Joshua Bolin, Chris Fung, Kevin Kim, Kevin Njoo
  • Flame Artists: Federico Saccone, Susanne Scharping
  • Storyboards: Bryan DeLoach
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  • Editorial: Scholar
  • Assistant Editor: Miki Miyazaki
  •  
  • Editorial: MullenLowe
  • Editor: Emile Doucette
  • Editor: Dylan Schwartz
  • Assistant Editor: Tim Jieh
  •  
  • Agency: MullenLowe
  • SVP/Executive Director of Int. Production: Lisa Setten
  • VP, Executive Producer: Alli Taylor
  • Senior Producer: Amy Jo Deguzis
  • Executive Creative Director: Margaret Keene
  • VP, Video Content Director: Dylan Schwartz/Emile Doucette
  • VP, Director of Creative Content: Dylan Schwartz
  • ACD/Art Director: Bryan Carroll
  • ACD/Copywriter: Aroon Mukhey
  • VP, Group Acct. Director: Nicole Neopolitan
  • Acct. Director: Bryan Reugebrink
  • Acct. Supervisor: Kylie Mugg

THE CAMPAIGN

"You’re seeing inside of our brains. All of the ideas strewn out on the table, and our spider web of thought connecting all of the dots."

Prepare For Insanity...