"What I love about working with Company X & Sugarbox is the seamless way the editing and composing happens," says Element 79 Creative Director/Art Director Scott Smith. "Sometimes an edit dictates a certain type of music, and sometimes it«s the other way around. Barney Miller and Andy Hollander are both completely ego-less, or at least they hide those big egos from us. It makes for a wonderful, open, free-to-explore atmosphere."

"Company X & Sugarbox elevated these spots from the expected style of so many testimonial commercials that are out there for other brands," adds Element 79 Senior VP/Group Creative Director/Copywriter Chris Laubach. "Barney«s artsy documentary style and layering of images and voices make the viewer feel as if they are actually in the interview. Andy and his gang resist traditional musical arrangements and come up with really fresh and unexpected musical approaches that add to the fun the director has captured on film."

For Company X Editor Barney Miller, the campaign reunited him with Moxie Pictures Director Pam Thomas and the creatives at Element 79. The team had previously collaborated on a Quaker Oatmeal campaign last year, with one spot, "Verela," earning a finalist nod from the London International Awards.

Advertising Agency: Element 79 / Chicago, IL Senior VP/Group Creative Director/Copywriter: Chris Laubach Creative Director/Art Director: Scott Smith Executive Producer: Cheryl Lindquist Producer: Carolyn James Production Company: Moxie Pictures / Santa Monica, CA Director: Pam Thomas DP: Eric Treml Executive Producers: Robert Fernandez / Lizzie Schwartz Producer: Elena Halvorson Where shot: Chicago, IL Editorial Company: Company X Edit / New York, NY Editor: Barney Miller Assistant Editor: Rob Mead Postproduction Company: Optimus / Chicago, IL Colorist: Craig Leffel Music & Sound Design Company: Sugarbox / New York, NY Composer/Sound Designer: Sugarbox Executive Producer: Leigh Hurwitz Audio Post Company: Chicago Recording Company Airdate: 01/07/08
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about the author

caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.

Comments (1)

  • tod.brody's picture
    tod.brody

    I'll preface this by saying that I thought this was very well done,
    but after reading that fantastic publicist style hype, I expected this
    ad to be uniquely creative, and something special, but it's really no
    different than "so many testimonial commercials that are out there for other brands,"


    "Barney's artsy documentary style and layering of images and voices
    make the viewer feel as if they are actually in the interview."
    I have to say that I didn't feel for a second that I was really in the interview, nor did I find the layering and compositing to be anything new or visionary. What I did feel were those big egos coming through in the self-promotion.

    Feb 16, 2008

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