California Almonds - "Morning Routine"

Sterling-Rice Group

Sterling-Rice Group Boulder, Stati Uniti

1228

Marca: California Almonds
Paese: Stati Uniti

Cliente: Almond Board of California

Titolo	Morning Routine
Agenzia	Sterling-Rice Group
Campagna	Own Your Prime
Cliente	Almond Board of California
Marca	California Almonds
Data di Prima Diffusione/Publicazione	2023 / 9
Settore	Agricoltura/Allevamento/Pesca/Silvicoltura
Filosofia	California Almonds and sporting legend Deion Sanders demand you ‘Own Your Prime’ in a playful new campaign produced by Bob Industries and directed by Tim K. Comically on brand, the hero spot sees Deion donning a large almond-shaped jewel around his neck in a mansion decked out with nut paraphernalia, from pillow cases to paintings. As a play on his ‘Coach Prime’ nickname, the star motivates viewers to own their prime with California Almonds, touting the exercise recovery benefits of the superfood. Agency Sterling-Rice Group (SRG) found a seasoned brand ambassador in Deion, the star of numerous commercials over the years whose charm radiates off the screen. Jumping at the opportunity to direct the athlete turned coach, Tim K of Bob Industries joined the team to help them fine tune their vision for the campaign. Presenting Tim with a witty script, the agency wanted to lean towards over the top visuals while allowing Deion to inject his own personality into the spot - music to Tim’s ears. An actual visual feast, the exaggerated set sees Deion lounge lavishly in a mansion where almonds rain down at the pull of a cord. Production designer Richard Lasalle’s custom nut props also pack each frame with visual gags: ranging from the obvious (a bright almond ruby glaring out from around Deion’s neck) to the subtle (the demure glint of an almond trophy), the Easter eggs demand a rewatch. By the end, even footballs themselves seem suspiciously shaped. Tim collaborated closely with SRG to prepare the various elements of the shoot prior to Deion’s arrival, allowing the star to focus on conveying his famous charisma and comedic sensibility on screen. A full pre-light day and an extensive tech scout locking in every frame and camera move also meant they were raring to go when they arrived at each set, wasting no precious time with Coach Prime. Luckily, they found a location in Boulder with flexible homeowners that allowed them to move and mould the house to their nutty needs.
Tipo di Media	Televisione
Lunghezza	30 seconds
Casa di Produzione	Bob Industries
Group Creative Director	Chad Walker
Senior Art Director	Andy Mason
Senior Copywriter	Anna Senn
Director of Integrated Production	Annie Turlay
Project Manager	McKennah Robinson
Director	Tim K
Direttore della fotografia	Tom Banks
Executive Producer / Managing Partner	TK Knowles
Executive Producer / Managing Partner	John O’Grady
Head of Production	Kathleen Custer
Producer	Nathaniel Greene
Production Supervisor	Dana Eudaily
Production Designer	Richard Lassalle
1st AD	Marvin Faith
Editing Company	Whitehouse Post
Editor	Josh Bodner
Assistant Editor	Joe Carugati
Assistant Editor	Mel Newton
Editorial Producer	Lucia Villalta
Editorial Company Executive Producer	Joanna Manning
Post Produzione	Trafik
Managing Partner, Post Production	Robert Owens
Colorist	Ricky Gausis
Color Producer	Phoebe Torsileri
Executive Producer Color	Karena Ajamian
Senior Color Producer	Ciaran Birks
Flame Lead	Josh James
Music	Butter Music
Executive Music Producer	Annick Mayer
Senior Music Producer	Stone Irr
Mix Company	Lime Studios
Mixer	Tom Paolantonio
Audio Assistant	Ally Hustings
Executive Sound Producer	Susie Boyajan
Managing Director/Partner, Audio	Laurel Muir
Managing Director/Partner, Audio	Jen Sterling
Account Director, Audio	Laurie Tewksbury
Assistant Account Manager, Audio	Camryn Calus
Group Media Director	Susan Peck
Associate Media Director	Hagen Kristen
Associate Media Director	Marissa Spainhour
Actor / Celebrity	Deion Sanders