Project:

Acura

'TLX'

Type:

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: Gentleman 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
  • Design & Animation: Gentleman Scholar
    Creative Directors: William Campbell & Will Johnson
    Executive Producer: Jo Arghiris
    Head of Production: Rachel Kaminek
    Art Director: Mike 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 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
  • Editorial: Gentleman Scholar 
    Assistant Editor: Miki Miyazaki
  • Editorial: MullenLowe
    Editor: Emile Doucette
    Editor: Dylan Schwartz
    Assistant Editor: Tim Jieh
  • Agency: Mullen
    SVP/Executive Dir. 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...

Collaborators by Design