For its launch rollout, startup engaged production company Civilian Studios in an ongoing collaboration tailored for micro-targeted advertising strategy. The relationship is emblematic of Civilian’s methodology and is a natural fit with Director Diane Paragas’ roots in documentary experiences and brand promotions. The inaugural spot, “Joshua” launches this week and was just named the Google TV for ALL First Place Winner.

Client: GM: Tom Cortese Marking & PR: Stacy Simpson Production/Editorial: Civilian Studios Director: Diane Paragas Executive Producer: Sam Milgrim Writers: Diane Paragas, Susan Perlbachs DP: Khalid Mohtsaheb Editor: Diane Paragas Casting: HOUSE casting Location: Soho House Music: Yessian “Joshua” track: Aimee Mann