Bicoastal/London-based Park Pictures’ director Ellen Kuras pays tribute to the all the hard work that goes on behind the magic of the movies in the new :60 “Credit” for Diet Coke out of Wieden+Kennedy, Portland. The spot features a medley of individuals collaborating to create a film: from writers, actors, cameramen, grips, and stunt men, to the man applying the advertisements to a billboard. Diet Coke inspires all of these individuals to “Stay Extraordinary.” The spot debuted on last Sunday’s 84th Annual Academy Awards.
“Credit” opens on a shot of the Hollywood sign before cutting to a screenwriter putting the finishing touches on a script. The vision is quickly realized as we cut a shot of a young man rehearsing lines while anxiously awaiting his audition. The project moves further along the pipeline as we see it evolve through design concepts, to lighting and technical tests on set, and the shoot.
After the billboards go up, their dedication culminates in the theatrical release of the movie.
Finally, we see a live audience comfortably settling in to experience the nostalgia of the cinema with their popcorn and Diet Coke. Wide doors of a studio set close as we see the super, “Not all stars appear on-screen. Stay Extraordinary.”
About Park Pictures
Founded in 1998 by Executive Producer Jacqueline Kelman Bisbee and renowned filmmaker/cinematographer Lance Acord, Park Pictures has an auspicious track record of discovering and mentoring new filmmaking talent and infusing all projects with big screen production values. Park Pictures has forged strong partnerships with agencies and clients by engaging all members of its team in creative problem solving.
In March 2010, Park Pictures and director Joachim Back won an Academy Award for their short film, The New Tenants.
Park Pictures Features debut feature project, Robot & Frank, directed by Park director Jake Schreier and starring Frank Langella, Susan Sarandon, James Marsden, Liv Tyler, Jeremy Strong and Liev Schrieber, received the Alfred P. Sloan Foundation Film Prize at Sundance and has recently been picked up for U.S. distribution by Sony Pictures Worldwide Acquisitions (SPWA) and Samuel Goldwyn Films.
CREDITS:
Client: Diet Coke
Title: “Credit” :60
Agency: Wieden+Kennedy Portland
Executive Creative Director: Mark Fitzloff
Executive Creative Director: Susan Hoffman
Creative Director: Hal Curtis
Creative Director: Jeff Gillette
Art Director: Monica Taylor
Project Manager: Laurie Holtz
Account Director: Gene Willis
Account Supervisor: Emily Jackson
Executive Agency Producer: Ben Grylewicz
Agency Producer: Chris Capretto
Business Affairs: Cindy Lewellen
Broadcast Traffic: Tara Allender
Production Company: Park Pictures
Director/DP: Ellen Kuras
Executive Producer/Owner: Jackie Kelman Bisbee
Executive Producer/Head of Production: Dinah Rodriguez
Line Producer: Kelli Abraham
Production Designer: Kevin Bird
Post Production: Rock Paper Scissors LA
Editor: Biff Butler
Editorial Producer: Angela Dorian
VFX: A52
VFX Supervisor: Jesse Monsour
VFX Executive Producer: Jennifer Sofio Hall
VFX Producer: Matt Olman