Iliza Shlesinger was one of my favourite comedians at one point, check out War Paint if you haven't already, so I think she definitely brings the funny and some fresh air to the tired old "trying on fashionable clothes" improv. Yes, the earrings are indeed too much for that extremely noisy outfit, Iliza.
Portland, OR-based agency North created this series of films celebrating life's little wins, for a cold Peet's espresso drink is #AlwaysJustified. Iliza served as creative consultant on the project that take inspiration from has encountered in her day-to-day life as a comedian, actress and self-proclaimed elder millennial. Thus while trying on questionably fashionable outfits with her stylist, Iliza observes, “I look like an idea that was crumpled up and then thrown away.” We all know those.
“We are thrilled to work with Iliza for our #AlwaysJustified campaign,” says Gretchen Koch, Senior Director of Consumer Marketing, “Her vibrant and clever sense of humor connects with our target audience and taps into a relevant mindset as consumers are regularly finding ways to ‘earn’ a little indulgence. As a coffee lover and a rising star, Iliza was a perfect fit to bring this rationalizing behavior to life in a fun and engaging way.
The films were also directed, produced and edited by North. During shooting, Director Mark Ray discovered that the noise on set was an issue because people could not contain their laughter when Iliza got going with each bit of improv. Also on set was Blanche, Iliza’s Pomeranian-mix dog, who has thousands of Instagram fans and opens all of Iliza’s standup shows. Blanche makes an appearance in “Telemarketer” and “Keycard”.
“Celebrity product endorsements as we've known them are over. Audiences can smell canned marketing, and brands like Peet's want true collaborations with artists and influencers” says Mark Ray, Chief Creative Officer at North. “Iliza is one of the funniest, most talented people on the planet. But what made this work are the shared values; extraordinary dedication to craft and pushing for higher standards. Plus, free coffee.”
The work will appear on both Iliza and Peet’s Facebook, Instagram, YouTube and Twitter social channels starting May 20th shortly after Iliza’s live show at the Masonic in San Francisco, near Peet’s Coffee headquarters in Emeryville, California
VP / General Manager, Consumer Division - Tiffin Groff
Senior Director, Consumer Marketing - Gretchen Koch
Senior Manager of Marketing & Innovation, Beverages - Sandra Galvin
Senior Digital Marketing Manager - Natasja Cartan
Associate Marketing Manager - Dalia Sheedy
Chief Creative Officer - Mark Ray
Managing Director - Rebecca Armstrong
Creative Director - Kristina Day
Creative Director - Ashod Simonian
Producer - Bill Ballard
Talent Manager - Doug Williams
Senior Brand Manager - Erica Stenson
Director of Brand Strategy - Jordan Delapoer
Director of Media Strategy - Caroline Desmond
Performance Marketing Manager - Devon Brown
Media Planner - Izzy Kramer
Production Company - NORTH
Director - Mark Ray
Producer - Bill Ballard
Director of Photography - Kevin Fletcher
1st AD - Damian Payne
Editor - Kelly Lyon
Audio - Chip Sloan / Digital One
Color - George Costakis / Pinata Post
Creative consultant - Iliza Shlesinger